Klarna, a leading global retail bank, payments and shopping service, today announced the launch of a livestream shopping series in partnership with Beautycounter, the leader in clean beauty. The four-episode livestream series will air live from Beautycounter’s LIVE @ Abbot Kinney content studio located in their flagship store in Venice, California beginning September 8, 2021. This is the latest initiative in a series of marketing activations between Klarna and Beautycounter since launching their partnership in August 2020.
The livestream episodes, hosted by Christy Coleman, celebrity makeup artist and Chief Artistic Officer at Beautycounter, will follow the theme of Better Beauty and bring in beauty talent including Ashley Greene, Christine Kong, and Asia Jackson, along with ingredient safety expert Lindsay Dahl, SVP of Social Mission for Beautycounter, to offer insights, tips, tricks and techniques for a cleaner and better beauty routine. Customers will be able to join the livestream sessions at 11:00am PST beginning Wednesday, September 8th through a link on the Klarna app and beautycounter.com/live. Viewers who join will have a chance to win a free Beautycounter gift with purchase at checkout if they shop with Klarna.
“At Beautycounter, we’re always seeking new and interesting ways to build meaningful connections with our community and to meet them wherever they are. Our partnership with Klarna builds on Beautycounter’s efforts to innovate the livestream shopping experience as a way to do just that,” said Blair Lawson, Chief Merchandising and Marketing Officer, Beautycounter. “The initiative blends in-store and online shopping environments to give customers an entertaining and easy way to discover and shop our clean beauty products.”
According to Coresight research, livestream shopping is poised to become a $25 billion industry in the U.S. by 2023, and Klarna’s 2021 Reopening Insights Report reveals 60% of customers who had tried livestream shopping say that it improved their online shopping experience. Additionally, Klarna’s 2021 Beauty Survey reports that the majority of Gen Z and millennials prefer to discover beauty items through social media.
“Liveshopping is rapidly becoming an essential part of the e-commerce experience for customers and brands,” said David Sandström, Chief Marketing Officer, Klarna. “We’re excited to collaborate with Beautycounter to foster meaningful peer-to-peer engagement and create a fun and seamless shopping experience for beauty enthusiasts.”
The upcoming livestream series is part of Klarna’s wider push into experiential shopping through technology amid rising consumer demand. The company has recently acquired APPRL and HERO to bring the best of influencer marketing and the in-store shopping experience to social shopping for its 90 million customers.