Natalia Brzezinski, Head of Strategy, U.S., Klarna05.17.21
The Covid-19 pandemic has resulted in major shifts and consumer expectations within the beauty industry. As the country reopens, what should beauty brands keep in mind as they look to reach wider audiences and engage customers in new ways? Klarna’s 2021 Beauty Survey of more than 15,000 shoppers in the U.S. reveals some of the strongest factors to impact consumer shopping behaviors within the beauty industry.
Klarna’s data found that U.S. shoppers ages 18 and older regard brand values as important to their beauty purchasing decisions, but the values themselves differ across demographics. While 31% of boomers (ages 57–75) surveyed prioritize sustainability when shopping for beauty products, some 40% of Gen Z (ages 18–24) and 31% of Millennials (ages 25–40) cite diversity and inclusion as the value that is most important to them.
With the acceleration of the
Klarna’s data found that U.S. shoppers ages 18 and older regard brand values as important to their beauty purchasing decisions, but the values themselves differ across demographics. While 31% of boomers (ages 57–75) surveyed prioritize sustainability when shopping for beauty products, some 40% of Gen Z (ages 18–24) and 31% of Millennials (ages 25–40) cite diversity and inclusion as the value that is most important to them.
With the acceleration of the
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