Reach Gen Z? Why Beauty Brands Turn to Live Music Events

Self-expression for the Instagram-ready generation

“Concerts and festivals are like live Instagram feeds,” says Molly, a Gen Zer from the U.S. That’s why she and her peers spend their time and money mastering skin, hair and makeup styles when they attend live music events.

So, how can beauty brands help young consumers nail their event-day looks and inspire loyalty? New Live Nation research, “The Beauty of Live,” dives into the increasingly important role that makeup, skin care and grooming plays for Gen Z and millennials in the U.S. and U.K. before, during and after music festivals. And it’s a trend that’s as prevalent for young men as it is for young women.

Get the complete research report, “The Beauty of Live: Makeup, Skin Care and Grooming Edition”

The insights include:

  • Over half (55%) of respondents said that if a beauty/grooming brand helps them enhance their look for a live music event, they are more likely to continue buying that brand.
  • Two in three females buy beauty or fashion specifically for live music events, spending an average of $135 per festival or concert. And 1 in 2 males do the same, spending $120 on average.
  • Pics or it didn’t happen? Some 52% say knowing they will be posting photos or videos on social encourages them to put more effort into their grooming and beauty routines.

For more on how to capitalize on the intersection of beauty and live music events to engage with Gen Z and millennials, download the full report.