“Baby Boomers value sustainability more than Gen Z when shopping beauty,” says new report

New research from Klarna, a leading global retail bank, payments and shopping service, revealed that 31% of Boomers value sustainability when shopping for beauty products. This is according to a recent survey of 15,000 shoppers across the US designed to identify how shopping behaviors within the beauty sector have changed as a result of the COVID-19 pandemic.

Klarna’s data also revealed that 40% of Gen Z and 31% of Millennials say diversity and inclusion is the most important brand value to them when shopping for beauty products. Klarna’s survey of more than 15,000 US Klarna shoppers ages 18+ was fielded in February 2021. Definitions of each age group: Gen Z (18–24), Millennials (25–40), Gen X (41–56), Boomers (57–75).

“Klarna’s beauty survey has uncovered new consumer insights and trends that beauty brands should keep in mind as they plan their strategies for the rest of the year,” said David Sykes, Head…

of US at Klarna.

“For example, a key learning is that shoppers across all generations agree that brand values play a significant role in their purchasing decisions when shopping their favorite beauty items.” Additional data from Klarna also revealed the top wish listed beauty items in the Klarna app, which allows customers to shop online at any store, collected in February and March, 2021: Skincare: Versed On the Rise Firming Serum Haircare: Olaplex No.

3 Hair Perfector Makeup: Huda Beauty Life Liner Double Ended Eyeliner Liquid & Pencil Fragrance: Viktor & Rolf Refillable Flowerbomb Bloom Eau de Parfum KEY SURVEY FINDINGS The vaccine may not mean shoppers return to stores right away.

Many respondents don’t plan to shop for beauty any differently once the COVID-19 vaccine is available to them, but younger shoppers are most likely to return to brick-and-mortar stores (Gen Z: 30%, Millennials: 24%, Gen X: 24%, Boomers: 22%)…

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“Baby Boomers value sustainability more than Gen Z when shopping beauty,” says new report

New research from Klarna, a leading global retail bank, payments and shopping service, revealed that 31% of Boomers value sustainability when shopping for beauty products. This

“Baby Boomers value sustainability more than Gen Z when shopping beauty,” says new report

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