Swedish buy now, pay later (BNPL) firm Klarna announced in a press release that it is livestreaming a four-segment shopping series as part of its partnership with clean beauty retailer Beautycounter.
The series, which marks the latest initiative since Klarna and Beautycorner became partners in August 2020, is airing live from Beautycounter’s LIVE @ Abbot Kinney content studio in its Venice, California, flagship store, according to the release. The first episode aired Wednesday (Sept. 8).
The livestreams, which are hosted by Christy Coleman, celebrity makeup artist and chief artistic officer at Beautycounter, highlights the theme of “Better Beauty” and features beauty talent, including Ashley Greene, Christine Kong and Asia Jackson, the release stated.
During the livestreamed series, ingredient safety expert Lindsay Dahl, senior vice president of Social Mission for Beautycounter, offers insights, tips, tricks and techniques for a cleaner and better beauty routine, according to the release.
Customers can join the livestream sessions on the Klarna app and Beautycounter.com/live, and some viewers can win a free Beautycounter gift with their purchase at checkout if they use Klarna, the release stated.
“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 Beautycounter Chief Merchandising and Marketing Officer Blair Lawson in the release. “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.”
Klarna Chief Marketing Officer David Sandström said in the release: “Live shopping is rapidly becoming an essential part of the eCommerce experience for customers and brands. 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.”
In August, Klarna and cross-border eCommerce platform Global-e announced their global partnership to include flexible payment options across the U.S., U.K., France, Spain, Italy and Australia. The companies first partnered in 2017 in the Netherlands, Denmark, Norway, Sweden, Finland, Germany, Belgium and Austria.
Klarna has doubled its customer base in the U.S. since June 2020 to 20 million people, with 4 million active American users on its app.