I Want to be Like Her: Celebrity Lifestyle Brands on Pinterest

The current study analyzed celebrity lifestyle brands' Pinterest pages in order to determine how they framed their brands to users. Pinterest features a strong female user base, and users employ the site to collect items that they aspire to purchase, or aspire to be like. Results indicate that celebrities use their lifestyle brands to promote their celebrity status, give advice on home décor and design, and tell audiences what clothes they should buy and wear. Interestingly, purchasable items were not more likely to be repinned or liked, contradicting the idea that celebrity lifestyle brands are "aspirational" places for women, as users do not seem to be interested in purchasable items any more than do-it-yourself crafting projects or food.