Pinterest Ads success story · Online beauty and skincare retailer

How Dermstore raised its holiday click-through rate 50% with creator videos on Pinterest.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Black Friday and Cyber Monday are the loudest week of the year for beauty retailers. Dermstore cut through with videos of real customers using products in their daily routines, and let Pinterest’s AI put them in front of shoppers ready to buy.

Business: Dermstore
Market: United States
Goal: Holiday sales over Black Friday and Cyber Monday

Hands applying lotion beside a jade roller and gua sha stone on a white cloth

The results.

Creator content compared with Dermstore’s non-creator content.

+50%higher outbound click-through rate for creator content
+8%stronger 7-day return on ad spend for creator content

Based on the brand’s own data, United States, Q4 2024, as published by Pinterest.

The challenge.

Dermstore is an online beauty and skincare retailer. Over Black Friday and Cyber Monday, every beauty brand and retailer competes for the same shoppers’ attention and budget, and discounts alone do not set anyone apart.

The team needed a way to build trust and spark real shopping intent among motivated beauty buyers. Pinterest offered an audience already looking for beauty recommendations, gift ideas and holiday deals, so the question was how to stand out in front of them.

Pinterest example of Performance+ automating targeting, bidding, budgets and creative for a sponsored Pin

What they did.

Creator videos · Pinterest Performance+ · Holiday timing

Routine-based creator videos: Dermstore worked with creators, real Dermstore customers, who showed the products as part of their everyday beauty routines.
One brand at a time: Each creator highlighted specific brands from Dermstore’s catalog, positioning the store as a trusted place for expert-approved skincare.
AI found ready buyers: Pinterest Performance+, Pinterest’s AI-powered optimization suite, worked behind the scenes to show the videos to the high-intent shoppers most likely to buy.
Timed for the biggest week: The campaign ran over Black Friday and Cyber Monday, when gift and deal searches peak and trust matters most.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Trust sells beauty: Shoppers believe a real person using a product more than a polished brand claim, especially when buying gifts they cannot try first.
Routines show the use: Seeing where a serum fits in a morning routine answers the question “would I use this?” better than any product shot.
AI amplifies good content: Automated targeting works best when the creative is strong. Here, good videos plus smart delivery beat either one alone.
Scored on revenue: Creator content won on clicks and on 7-day return on ad spend, which is why Dermstore decided to expand creator work for future seasons.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our pinterest ads management.

Find the right creators: We source creators who already use products like yours and brief them on routines, not scripts, so the content feels real.
Feed the AI good signals: We set up the Pinterest Conversions API so automated targeting learns from actual purchases.
Plan the holidays early: Content, budgets and offers are ready weeks before the peak, as part of our ecommerce marketing plans.
Use the content everywhere: The same creator videos power Facebook and Instagram ads too, all planned within our Pinterest ads management.