Shoppers Drug Mart is partnering with Pinterest on the social media platform’s first beauty trend report, using sponsored digital placements and curated product content to connect Canadian consumers with makeup, skincare and fragrance products tied to emerging trends.
The collaboration, launched recently, includes sponsorship of the report’s “Cheeky Flush” trend, an editorial takeover of Pinterest’s search landing page and a Premiere Spotlight placement featuring a curated selection of fall beauty products.
The initiative brings together Pinterest’s trend discovery tools and Shoppers Drug Mart’s retail offering as consumers look for new beauty products and seasonal updates to their routines.
Digital discovery and beauty trends
Pinterest’s first-ever Beauty Trend Report examines changing approaches to personal expression and makeup trends. As part of the partnership, Shoppers Drug Mart is sponsoring the report’s “Cheeky Flush” trend and directing users to a dedicated Pinterest board featuring products across skincare, makeup and fragrance.
The board includes brand-provided Pins highlighting fall beauty essentials, with the aim of connecting users exploring trending looks with products associated with those styles.
The activation also includes an editorial takeover of Pinterest’s search landing page and a Premiere Spotlight placement, giving Shoppers Drug Mart sponsored visibility on the platform.
Research cited in the announcement indicates that 85 per cent of weekly Pinterest users discover new beauty trends on the platform before seeing them elsewhere, while 64 per cent agree Pinterest is the best platform for up-to-date trend discovery.
Pinterest searches in Canada have also increased for several beauty-related terms, including “cloud skin,” up 153 per cent; “peach blush makeup,” up 148 per cent; “dusty rose blush,” up 189 per cent; and “soft wispy lashes,” up 199 per cent.
The figures point to growing interest in specific makeup aesthetics and techniques, which the partnership aims to connect with product discovery through Shoppers Drug Mart’s retail offering.
Retail strategy and consumer engagement
The collaboration builds on an existing relationship between Shoppers Drug Mart and Pinterest, with the retailer seeking to use the platform to showcase its brands and help consumers explore beauty products.
Cody Bullis, senior manager of media strategy at Loblaw Media, said the companies have worked together for years to develop ways to present brands on Pinterest.
“We’ve partnered with Pinterest for years to find new and innovative ways to bring our brands to life on the platform. What makes Pinterest unique is its focus on discovery, creating a space where people can explore their interests, passions and, ultimately, new ways to express themselves. At Shoppers Drug Mart, we see beauty in much the same way. Beauty is deeply personal, and the products people choose can be an important part of self-expression and self-discovery. That shared belief made it especially meaningful for us to partner with Pinterest on its first Beauty Trend Report, helping turn emerging inspiration into new opportunities for Canadians to discover and explore, said Bullis.
The announcement positions the partnership around seasonal beauty shopping, combining trend-focused content with sponsored placements and product curation. It does not disclose the financial terms of the agreement or provide sales targets tied to the campaign.
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