THE WHAT? Clean beauty company Beautycounter is teaming up with buy now, pay later app Klarna on a new livestream shopping series.
THE DETAILS The four-episode livestream series is being broadcast via Beautycounter’s LIVE @ Abbot Kinney content studio, California, and marks the latest in a series of collaborations between the two companies since August 2020.
The episodes will be hosted by Beautycounter Chief Artistic Officer, Christy Coleman, and will follow a theme of ‘Better Beauty.’
Guests such as Ashley Greene, Christine Kong, and Asia Jackson, along with ingredient safety expert Lindsay Dahl, SVP of Social Mission for Beautycounter, will offer insights, tips and techniques for a cleaner beauty routine.
THE WHY? Beautycounter has experienced ongoing success with livestream shopping, with Blair Lawson, Chief Marketing and Merchandising Officer, telling Glossy that a 10-minute segment can drive 200-500 percent more sales than a single day’s worth of sales at its Venice storefront.
Taking to a press release, she said, “At Beautycounter, we’re always seeking new and interesting ways to build meaningful connections with our community and to meet them wherever they are. 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.”