Klarna targets beauty industry with ‘funny woman’ Celeste Barber campaign

By Becky Bargh 6-Sep-2019

The company's services allow beauty shoppers to try products before they buy them

Celeste Barber is renowned for her comedic posts on social media

Payment solutions company Klarna is targeting the beauty industry with its new campaign starring Instagram ‘funny woman’ Celeste Barber.

Inspired by home shopping TV shows, the I Wish I’d Bought It With Klarna campaign features Barber as the theatrical host addressing shopping mishaps.

The advert promotes Klarna’s ‘try before you buy’ model, which allows customers to return their items within 30 days before purchasing it.

Klarna’s business model provides merchants with flexible payment alternatives so customers can pay when and how they want.

Speaking to Cosmetics Business, its CEO Sebastian Siemiatkowski said: “Traditionally, shoppers use our pay later service to ‘try before you buy’ however, this isn’t the key message for the beauty industry, as you cannot try a beauty product before you buy.

“Customer demand has been strong, so we’ve worked with our partners to adapt messaging to suit the beauty industry.

“In today’s competitive retail landscape, retailers should be focusing their efforts on building customer loyalty and refining the online experience to retain and acquire new customers.”

Beauty retailers already on board with company include Beauty Bay, The Fragrance Shop, ASOS, Michael Kors and Topshop.

It previously hired American rapper and shareholder Snoop Dogg to feature in its Get Smoooth advert.

Barber added: “When Klarna approached me about this project I was all in.

“The fact that they have a product that helps people avoid this buyers’ remorse and feel brave to try new things and looks is just the icing on the cake.”

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Meanwhile, David Sandstrom Klarna’s Chief Marketing Officer said he was “excited” to see how the campaign would resonate with customers.