Klarna and Beautycounter have teamed up to launch the 'Better Beauty' livestream shopping series, ushering in a new era of immersive and interactive retail experiences. The collaboration, which kicked off with a livestream event on September 8, 2021, took place at Beautycounter's LIVE @ Abbot Kinney content studio, located in their flagship store in Venice, California.
This innovative series is part of Klarna's broader initiative to push the boundaries of experiential shopping through technology, meeting a growing demand for engaging digital retail experiences. Viewers can join the livestream sessions through a link on the Klarna app and Beautycounter.com/live. These sessions are an opportunity to win exciting freebies, such as a complimentary Beautycounter gift with purchase at checkout for those who shop using Klarna.
The 'Better Beauty' series consists of four episodes, each designed to seamlessly blend in-store and online shopping environments. This unique blend aims to provide customers with a captivating and effortless way to discover and shop for clean beauty products. Klarna's involvement in this initiative is driven by its 'Pink Standard,' a pioneering effort aimed at challenging the traditional payments and banking industry. The Pink Standard seeks increased transparency and consumer-friendly terms, eliminating unnecessary fees and offering extended payment periods and amicable reminders.
The series boasts up to two livestreams per week, each session curated to offer a fun, seamless, and educational shopping experience. Beautycounter, known for its advocacy for clean beauty, and Klarna's innovative "buy now, pay later" model, make a formidable partnership that promises to revolutionize how consumers interact with beauty brands online.
"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. Klarna's 2021 Reopening Insights Report reveals that 60% of customers who have tried livestream shopping say that it improved their online shopping experience. Additionally, Klarna's 2021 Beauty Survey reports that most 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.
