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Just The Numbers: Klarna’s Holiday Highlights

January 8, 2023
January 8, 2023
Klarna

This holiday season, Klarna uncovered the beauty trends and products consumers were most excited about in a survey conducted in collaboration with research agency Dynata. For this 2022 survey, more than 17,540 consumers across 17 countries and 3 continents participated.

Trying Something New

Survey participants were asked if they changed the way they wear makeup or skincare over the holiday season, and 28% said yes. Spain came out as the most experimental country with 33% saying yes, while Finland and the Netherlands opposed the idea of change, with 83% saying no.

When it came to generational beauty habits, Gen Z were unsurprisingly the most likely to change up their beauty habits over the holidays, with an impressive 46% confirming this. Millennials weren’t too far behind, with 34% saying they would shake things up; meanwhile, Gen X had 19% embracing change. The least willing to experiment were baby boomers at only 7%.

Inspiration

Participants were asked if they achieved perfecting a certain look with the help of seeing beauty experts in person or by watching online tutorials.

Global:
Online Tutorials - 43%
Beauty Salons - 15%
Both - 13%

US:
Online Tutorials - 40%
Beauty Salons - 12%
Both - 24%

Maximalist or Minimalist? Makeup Looks That Are Being Worn Over the Holidays

Global:
Glamorous - 34%
Red Lips - 34%
Natural and Simple - 30%
Pop of Color on the Eyes - 27%
Smokey Eyes and Heavy Contour - 24%
Nude - 20%
Dark - 13%
Dramatic - 12%
Maximalist - 9%
Undecided/Other - 3%

US:
Glamorous - 37%
Red Lips - 38%
Natural and Simple - 32%
Pop of Color on the Eyes - 39%
Smokey Eyes and Heavy Contour - 26%
Nude - 22%
Dark - 13%
Dramatic - 21%
Maximalist - 13%
Undecided/Other - 4%

Popular Products

Respondents were questioned about what beauty products are the most important to use over the holiday season.

Global:
Makeup - 72%
Fragrance - 61%
Skincare - 55%
Hair Product - 31%
Deodorant - 28%
Nail Care - 27%
Tanning - 13%
Other - 0%

US:
Makeup - 67%
Fragrance - 52%
Skincare - 58%
Hair Product - 35%
Deodorant - 28%
Nail Care - 29%
Tanning - 15%
Other - 4%

Gifting and Wishlists

These are the top beauty products and treatments found on consumers’ wishlists.

Global:
Fragrance - 46%
Makeup - 39%
Skincare - 35%
Massage - 31%
Hair Product - 29%
Spa Facial Treatment - 26%
Hairdresser Voucher - 25%
Nail Care - 23%
Deodorant - 19%
Tanning - 10%
Other - 6%

US:
Fragrance - 36%
Makeup - 29%
Skincare - 38%
Massage - 38%
Hair Product - 18%
Spa Facial Treatment - 18%
Hairdresser Voucher - 31%
Nail Care - 15%
Deodorant - 13%
Tanning - 6%
Other - 10%

Beauty Bundles and Christmas Collections

Most brands release limited-edition holiday products and gift sets that make ideal Christmas presents for beauty aficionados. The graph below breaks down who purchased holiday limited-edition products / beauty bundles this holiday season.

Why Buy Special Holiday Products?

Global:
More Value for Money - 50%
Special Holiday Packaging - 46%
Enjoy Buying Limited Edition Products - 37%
Like to Try New Products - 31%
Other - 2%

US:
More Value for Money - 54%
Special Holiday Packaging - 43%
Enjoy Buying Limited Edition Products - 37%
Like to Try New Products - 35%
Other - 6%

Advent Calendars

Having an advent calendar is a Christmas tradition, and in recent years beauty-related advent calendars have become widely available. Klarna looked at who would be purchasing an advent calendar, and of those respondents, who were planning on buying a beauty-related one; below are the results.

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