Klarna, a leading global shopping service, recently released its The State of Smoooth: 2021 Reopening Insights Report, exploring the current state of shopper preferences in the U.S. across the fashion and apparel, beauty and wellness, events, fitness and outdoor, and travel sectors.
 
The report, which features insights from consumer surveys, as well as Klarna’s proprietary shopping and app data, is designed to equip retailers and brands with key information needed to best serve consumers’ changing tastes and demands for the second half of 2021.
 
Beauty and Wellness Insights
 
According to the report, with more opportunities to get out and gather in person, nearly three-quarters (74%) of shoppers plan to spend more money on makeup than they did throughout lockdown. Going beyond cosmetics, 93% of shoppers are excited to invest more time and money in their health and wellness routine as the world reopens.
 
Also, while consumers embraced online shopping during lockdown, Klarna says preference towards shopping for beauty items in-store is returning—and fast. In May, more people bought beauty products in physical stores (42%) than online (28%). This was up significantly compared to numbers in March, when the number of people who shopped in physical stores was equal to those buying online (26%).
 
The most popular beauty items saved to Klarna’s collections in May 2021 by Gen Z were Huda Beauty Naughty Nude Eyeshadow Palette, Olaplex Hair Perfector No. 3, and Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation.
 
The most popular beauty items saved to Klarna’s collections in May 2021 by Millennials were Yves Saint Laurent Black Opium Eau de Parfum, Chanel Chance Eau Tendre Eau de Parfum and Olaplex No. 3 Hair Perfector.