How authentically inclusive content drives results for one beauty brand

Finding inspiration can be deeply personal. And the more you see yourself represented, the easier it can be to get inspired. Dosso Beauty (@dossobeauty1), a Black-owned, women-led retailer, not only promotes inclusivity but embodies it. They offer affordable hypoallergenic braiding hair in a variety of colours and lengths, organic hair care products for all textures and gender-inclusive beauty products. When the brand learned about the Pinterest Inclusion Fund, they thought it could be a perfect opportunity to take their Pinterest presence to the next level.

The goal

Inclusivity guides Dosso Beauty’s content and product choices, so their content naturally featured a diverse range of models and styles. After being accepted to the Pinterest Inclusion Fund, they hoped to use the new resources and guidance that they received as part of the programme to further engage audiences on the platform and drive traffic back to the Dosso Beauty site.

The strategy

Dosso Beauty leaned into Pinterest best practices by repurposing existing content to help them maintain a frequent and consistent posting schedule. They also curated their content into thematic boards such as ‘Afrofuture Inspired Styles’, ‘Braids and Beads’ and ‘90s and 2000s Braid Inspired Looks’. The collections gave their Pins added context, helping them to show up in searches and making it easier for people on Pinterest to find and sort through their inspiring styles.

Additionally, Dosso Beauty experimented with a variety of content types, including inspirational image and video Pins, and product Pins that included shopping details such as price and availability. This way, they could reach users at every point in their journey, from searching to shopping, and make it easy to go from inspiration to action.

As Dosso Beauty shared new content, they made sure to keep close tabs on their analytics. They kept track of which subjects, content types and formats performed best, and doubled down on high performers.

The result

Dosso Beauty proved that creating with inclusivity in mind not only creates a better experience for audiences, but can drive results as well. The retailer saw outstanding results after joining the Pinterest Inclusion Fund, increasing saves by 300% and clicks by 3,000%. What’s more, the brand gained valuable experience in the process. ‘I truly enjoyed the Pinterest Inclusion Fund because we learned many skills that fuelled my team’s creativity and helped us help our customers find their next protective hair style,’ said Kadidja Dosso, CEO/Founder.

Tips to try

Get more out of your Pinterest content with these best practices.

Create with inclusion in mind
Your audience is made up of individuals, each looking for their own unique source of inspiration. From concept and content development to capturing and editing, look for authentic ways to represent a diverse range of people and experiences. Celebrate the diversity of your communities both online and offline, and make sure to clearly credit those who have educated and inspired you.

Lean into best practices
Sometimes it’s the small shifts that make the biggest difference. Incorporating Pinterest best practices, such as adding keyword-rich titles and descriptions and saving your Pins to boards, can help your content to show up and stand out. 

Test and learn
Your audience gives you lots of valuable feedback everyday—if you know how to find it. Experiment with different Pin types and formats. Then check in with Pinterest Analytics to learn from the results (hint: how much your audience clicks, saves and engages) and refine your future content strategy.