Burberry partners with Pinterest to launch Cat Lashes mascara

Burberry, a beauty label brand, has teamed up with Pinterest, an image-based social media site, to roll out its new Cat Lashes mascara.

The beauty brand will create a personalised quiz for Pinterest users.

The users will be able to create boards based on their cosmetics preferences.

Pinterest creative and brand strategist Radhika Prakash was quoted by WWD as saying: “Beauty is huge on Pinterest, and we wanted to bring that to life in an innovative way that had never been done on our platform.

"It’s taking in [user] beauty preferences and giving them a new way to look at the category through the lens of Burberry.”

Users can save make-up tips and advice. Each pin would have a click-through element and users will be able to buy Burberry cosmetics from Sephora's online store, which is the partner in the project.

As part of its strategy to promote the new mascara, the first 5,000 users who sign up can receive a sample.

The attempt to tap social media is an effort to boost cosmetics sales.

Formed in 1856, Burberry distributes ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics.