Wedding planning begins with Pinterest, according to the platform’s annual 2024 Wedding Report. The report states there are over five billion wedding related searches and more than 30 billion wedding ideas saved globally. In fact, seven in 10 Canadian wedding planners on Pinterest have said it’s the first place they go when planning for a wedding. The Wedding Report is based on Pinterest internal global data collected between 2019 and February 2024.
This connection between wedding planning and Pinterest drew Estée Lauder to the platform as the right channel for running a full-funnel campaign for Estée Lauder Double Wear Stay-in-Place Foundation. Starting this week, the cosmetic and skin care brand is running an English-language campaign on Pinterest through to May 12, 2024. The ads are running in-feed and include Idea Ads featuring creator Megs Cahill, static ads, video and shopping ads. The Estee Lauder team leveraged Pinterest Creative Support for this campaign.
Taryn Fisher, multi branded communications director for Estée Lauder Companies Canada, says, “We are excited to be working with Pinterest for a key spring beauty moment, weddings. We know that people come to Pinterest to find beauty inspiration for their big day, making it the right place to promote the Estée Lauder Double Wear Stay-in-Place Foundation.”
The focus on Estée Lauder Double Wear Stay-in-Place Foundation aligns with Pinterest trending data in the 2024 Wedding Report that reveals searches for “natural glam bridal makeup” are up 710% over last year. Other makeup searches include ethereal wedding makeup up 250%, clean bridal makeup up 190% and soft makeup looks for wedding with a 410% increase.
According to the 2024 Wedding Report, wedding-themed searches range from wedding gowns, hairstyles, rings and makeup looks to reception, menu and décor ideas. In addition, planners are searching for vintage wedding ideas and gothic wedding themes while Pinterest also found that expensive, over-the-top weddings have given way to searches for more intimate weddings in cozy environments that connect with nature.
