Klarna, a Swedish fintech company, has recently announced the launch of a four-episode livestream shopping series, in collaboration with a cosmetics company, Beautycounter.
The livestream series had been planned to be aired from LIVE @ Abbot Kinney content studio of Beautycounter at 11:00 am PST starting 8th September 2021. The studio is located in their flagship store in Venice, California. Klarna shoppers who join the live stream will also get a chance to obtain a free Beautycounter gift.
For the record, the new livestream episodes, which will be hosted by Christy Coleman, Beautycounter’s Chief Artistic Officer and celebrity makeup artist, will follow the Better Beauty theme. The series will also include beauty talent such as Asia Jackson, Christine Kong, and Ashley Greene, along with Beautycounter’s SVP of Social Mission, Lindsay Dahl, in order to offer techniques, tricks, tips, and insights for improved beauty routine. It is the latest initiative in a series of marketing activations between the two companies since they entered a partnership deal in August 2020.
According to Beautycounter’s Chief Merchandising and Marketing Officer, Blair Lawson, the company’s partnership with Klarna was geared towards improving the livestream shopping experiences. The recent live-streaming initiative blends online and in-store shopping environments to ensure a seamless and entertaining discovery of clean beauty products for customers.
As per the statement made by Klarna’s Chief Marketing Officer, David Sandström, liveshopping has become increasingly prominent as an essential part of e-Commerce experiences for both brands and customers. The company is thrilled to unite with Beautycounter to foster enhanced peer-to-peer engagement as well as create a fun shopping experience for beauty enthusiasts, he added.
The upcoming livestream shopping series is a part of Klarna's significant push into experiential shopping via the adoption of innovative technologies. The company has recently acquired HERO and APPRL, in a bid to bring the best of in-store shopping and influencer marketing experiences to social shopping for over 90 million customers.