Burberry becomes first luxury brand to launch personalised Pinterest boards

To mark the launch of its new Cat Lashes mascara, Burberry has partnered with Pinterest to allow customers to create personalised make-up boards on the social network, which is favoured among beauty consumers.

The personalisation works by Burberry asking for customer's initials and a series of questions on their beauty routine, the answers to which will be combined to create the personalised board. Content on the board includes makeup preferences, inspirational images, get the look guides, product tips and, the user's, monogram.

Burberry is also partnering with beauty retailer Sephora in the US. Links to the questionnaire will be distributed on Burberry and Sephora's social networks, and via promoted Pinterest pins; the first 5,000 users to sign up and create a board will be able to request a sample of the mascara from Sephora.

Burberry's Cat Lashes mascara campaign

The campaign, which has been six months in the making, is the first paid beauty campaign of its kind for Pinterest and marks the first time the social network has offered samples to users.

Pinterest has a large and active user base among the beauty community, claiming 38.5m monthly unique viewers of its hair and beauty category. It claims there 2bn beauty pins and 4m beauty boards on the site and that 42% of users, or "pinners" have made a beauty purchase after viewing a pin.

Digital firsts and personalisation are at the heart of Burberry's marketing and product offer. The British luxury house is known for breaking ground on digital platforms, becoming the first brand to preview its catwalk collection on Snapchat for instance. While personalised products, such as its monogrammed scarves and rucksacks, are among its best performing lines.