Beautycounter will launch a four-episode livestream shopping series in partnership with Klarna, a retail bank, payments and shopping service. The series will air from Beautycounter’s LIVE @ Abbot Kinney content studio in Venice, California beginning this month.
Each episode, hosted by Christy Coleman, Chief Artistic officer at Beautycounter and celebrity makeup artist, will feature beauty talent as well as ingredient safety expert Lindsay Dahl, SVP of Social Mission for Beautycounter, offering tips and techniques to achieve a cleaner beauty routine. Viewers will also have the 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,” said Blair Lawson, Chief Merchandising and Marketing Officer, Beautycounter. “Our partnership with Klarna builds on Beautycounter’s efforts to innovate the livestream shopping experience as a way to do just that. 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.”
Experiential shopping is becoming an important new trend, as livestream shopping is estimated to become a $25 billion industry in the U.S. by 2023, according to Coresight research.
“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.”