Hair and beauty consumers buy what they see on Pinterest

15-Mar-2016 - Last updated on 15-Mar-2016 at 14:41 GMT

Related tags Marketing

This, according to new data from the social platform known for visually appealing content. And, market research firm Millward Brown confirms that site users reliably buy cosmetics and personal care products not only online but also in store, based on pins.

In a March blog post on Pinterest.com, Emma Dunbar shares key stats about the social media platform’s ROI. Beauty and personal care brands may do well to take note.

93% of Pinners, she write, “have used Pinterest to plan for or make purchases and 52% have seen something on Pinterest and made a purchase online.”

Intent to buy

Hair care and hair styling as well as beauty are categories “where Pinners are more likely to buy an exact product they’ve seen on Pinterest,” reports Dunbar, showing that the site does more than simply inspire shoppers; it cements a given brand in the minds of consumers.

This sort of conversion is noteworthy and apparently, it translates into a new sort of brand recognition. Dunbar goes on to point out that “Pinners are twice as likely to buy products in-store after engaging with certain types of Pins.”

Pinterest’s own research shows that after consumers look at relevant Pins—image posts—online, 42% of Pinners made a beauty purchase: 49% of those purchased online while 69% did so in-store.

Mobile and social

Consumer behavior is rather fluid (malleable, if you will), as shoppers use their phones for product research, peer recommendations, and discount opportunities on the spot.

According to the Millward Brown data that Dunbar shares in her blog post, “72% of Pinners have seen something on Pinterest and made a purchase offline.” The social platform undeniably influences in-store consumer decisions.

Shopping while digital

Socialmedia.com rightly asserts that Pinterest as a “platform gets somewhat less focus than the bigger players, but Pinterest is definitely worth consideration, particularly for B2C brands selling any type of visually appealing products.”

Pinterest-focused marketing firm Ahalogy affirms that consumers who Pin refer to the site for reminders, recommendations, and inspiration while in store. And, Millward Brown “found that 64% of Pinners look at items they’ve Pinned while they’re at a brick and mortar store,” reports Dunbar.