To inspire consumers looking for the latest holiday beauty trends and tips, Coty Canada has become the first beauty company in Canada to work with Pinterest creators to launch a campaign turning Idea Pins into ads on the platform.

Idea Pins are a multi-page video format introduced to creators by Pinterest in May, which gives creators the ability to record and edit up to 20 pages of video content and also add voice over recording. Last month, Pinterest introduced a new ad product that allowed brands to turn Idea Pins they are tagged in, into paid ads on the platform.

With this initiative, Coty is promoting two of its leading beauty brands aimed at Gen Z and millennial consumers: Covergirl and Sally Hansen. The paid portion of the campaign runs through the holidays to the end of December, but the Idea Pins remain on Pinterest after the campaign period is finished.

Coty has entered into paid partnerships with two creators – Tara Sigari for Covergirl and Marisa Roy for Sally Hansen – commissioning branded content to bring new products to life with beauty tutorials and tips and a showcase of the latest holiday nail polish shades.

According to the company, Gen Z and millennials are the most important and fastest growing demographics on Pinterest, and beauty is both one of the largest interest categories on the platform and one where the target demo is most active. Over 6.6 million Canadians searched for “beauty” or “personal care” in the past year. According to internal Pinterest data, in the past 12 months, there have been 14 million searches per day for beauty and 10.5 billion beauty Pins created. Its internal search data shows that searches for “nails” are up 33%.