Beauty brands opt for multipart livestreaming

The four-episode series aires live from Beautycounter’s Abbot Kinney content studio in their flagship Californian store, and kicked off on 8th September 2021. The livestreaming event is the latest initiative in a series of marketing activities between Klarna and Beautycounter since launching their partnership in August 2020.

“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,” ​explained Blair Lawson, Chief Merchandising and Marketing Officer at Beautycounter.

“Liveshopping is rapidly becoming an essential part of the e-commerce experience for customers and brands,” ​added David Sandström, Chief Marketing Officer at Klarna.

Evolving the beauty shopping experience

The livestream series is part of Klarna’s wider push into experiential shopping through technology amid rising consumer demand. Klarna has recently acquired performance-based influencer marketing brand, Apprl, and social-focused marketing agency, Hero, to bring optimum influencer marketing and the in-store shopping experience to social shopping.

The livestream episodes are hosted by Christy Coleman, celebrity makeup artist and Chief Artistic Officer at Beautycounter. The duo’s livestreaming series follows the theme of Better Beauty and features recognizable beauty names in the industry, including Ashley Greene, Christine Kong, and Asia Jackson, along with ingredient safety expert Lindsay Dahl, SVP of Social Mission for Beautycounter. Together, they offer insights, tips, tricks and techniques for a cleaner and better beauty routine.

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