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Designed for Lancôme’s major skincare innovation launch for mature skin, this Pinterest-first campaign set out to champion authentic representation for women 50+ while establishing Lancôme as the authority in premium, best-ager beauty. The design strategy bridged Lancôme’s signature high-luxe polish with Pinterest’s native visual culture—moving away from anti-aging tropes in favor of confident, radiant, and culturally resonant visual storytelling.
Lancôme x Pinterest
During pre-production, we worked in tight collaboration with both Lancôme and Pinterest to balance high-luxe beauty standards with native platform performance frameworks. On set, the visual direction celebrated authentic mature skin, embracing natural texture and radiance with Lancôme-level polish while steering clear of traditional anti-aging tropes.
To maximize in-feed impact, we translated this aesthetic into a dynamic, Pinterest-native asset suite tailored specifically to the vertical format. This included high-pacing short-form video pins, immersive motion stories, and swipeable static carousels, crafting an engaging narrative that bridged relatable, creator-led storytelling with editorial elegance.
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