The Challenge
Pinterest was a total white space for e.l.f. It’s where Gen Z was shaping and shopping trends in real time, but the brand hadn’t yet staked its claim. That’s when they came to Movement with a challenge: launch us on Pinterest in a way that feels native to the platform and feels 100% e.l.f.
Our job: turn untapped potential into e.l.f.ing platform dominance.
The Breakthrough
Pinterest had become the unofficial HQ for beauty discovery—Less product catalog, more identity lab, where makeup lovers curated who they wanted to be, pin by pin. And color analysis? Fully having a moment. Searches like “color season analysis” were up 22x year over year.
The problem? Actually finding your season meant dropping serious cash on IRL consultations or turning to forgettable tech that promised answers but flopped at the finish line. There was huge cultural demand and zero accessible options.
This was a cultural moment tailor-made for e.l.f.’s mission: beauty without the gatekeeping for every eye, lip, and face.
The Game Plan
Color e.l.f.nalysis: the AI color tool that didn’t suck. Just take a selfie, get your season, and unlock a fully curated, shoppable Pinterest board of e.l.f. products that are scientifically proven to slay your face card. We launched it around the first day of summer—“it’s summer, are you??”— with a creator-led rollout, and let TikTok, Pinterest, and the group chats do the rest
The Creative
From building the tool to lighting up social, Movement was behind every swipe, scroll, and save.
Concepted, built, and launched a fully custom Pinterest Pin Extensidocon—from UX to AI integration to frontend dev—in record time
Led the creative strategy and execution for social rollout assets across IG, TikTok, and Pinterest
Delivered bold, season-specific visuals designed to pop on feeds and stop the scroll
Worked hand-in-hand with Pinterest’s team to map AI-generated color seasons to curated, shoppable boards
Locked in a Reach Block takeover and exclusive trend badge, making e.l.f. the face of color analysis overnight
Powered the creator strategy that made the campaign impossible to miss on day one
The Win
A viral beauty moment. A white space claimed. A wave of beauty lovers finally finding their shades.
99% positive sentiment across social
553M earned PR impressions with 89% of coverage focused on e.l.f.’s mission to make beauty more accessible
Featured in People, InStyle, Byrdie, Hypebae, Nylon, Bustle, The Zoe Report, Elite Daily, and more
37.5M total impressions across paid + organic
217K engagements — that’s +91% over Pinterest’s beauty benchmark
204% lift in organic Pinterest impressions
319K impressions on the Color e.l.f.nalysis boards (+93% vs. e.l.f. BAU boards)
A measurable 15% WoW spike in “color analysis” searches on launch week
Color e.l.f.nalysis proved that when the experience is right, beauty fans will show up, share it, and shop it. This launch tapped into real behavior, solved a real problem, and turned color theory into a shared obsession.
Color e.l.f.nalysis put e.l.f. on the Pinterest map—not as visitors, but as leaders. We gave beauty lovers something better than a product drop: a personalized, social-first experience that helped them see themselves in a new light… and shop accordingly.
For Gen Z, identity is visual. And this campaign proved that the future of beauty discovery lives at the intersection of tech, self-expression, and the perfect shade of blush.