NEW YORK, NY - February 7th 2020 - Why Beauty Brands Turn to Live Nation to Drive Cultural Relevancy among Millennial's and Gen Z's

The Beauty of Live: Make-up, Skincare + Grooming Edition 

How Live Music Amplifies the Cultural Force of Beauty for Gen Z and millennials 

Live music events continue to be a playground for self-expression and a platform for emerging cultural trends. We caught up with Gen Z and millennial fans across the world to surface insights on the increasingly important roles makeup, skin care, and grooming play for women and men before, during, and after music festivals and concerts. In doing so, we uncovered rising expectations around sustainability, how men are stepping up their skin care game, and what all live music fans ultimately want from beauty brands throughout the journey to live and beyond.

“Concerts and festivals are like live Instagram feeds.” Molly, Gen Z, US

MEET THE FANS 

• Globally, more than ⅔ have attended a live music event in the past 12 months*
• They are 4x more likely than non-live music-goers to have 1K+ followers on social media*
• 89% say they can be their truest selves at music festivals 
• 90% say all genders should feel free to express themselves with make-up
• 9 in 10 females say they are passionate about beauty 
• 5 in 10 males say they are passionate about grooming 
• 6 in 10 females belong to a beauty retailer's loyalty programme 
• 6 in 10 males and females say that live music inspires beauty/grooming trends 
• 2 in 3 males and females are less likely to support a brand if it doesn't practice sustainable behaviours; 72% of males and females wish beauty/grooming products came in more sustainable packaging 
• 70% of males and females say skin care has become more important to them in recent years; 61% of females use face masks, 16% of males use face masks 

WHAT FANS WANT 

• Globally, 90% say there is at least one thing a brand can do to enhance the live experience*
• 64% of females and 32% of males are interested in a beauty brand offering them a product kit before a festival to help them achieve their look

LIVE 

• Beauty prep time for a live music event clocks in at 2hrs, which is 30 min longer than any other day 
• 81% enhance their look for a live music event 

RELIVE

• 92% have posted photos, videos, or content from live music events on social media 
• 85% say if a sunscreen brand showed up at a music festival or outdoor concert, they would be a hero
• 55% say if a beauty/grooming brand helps enhance their look for a live music event, they are more likely to continue buying that brand
• 71% of females and 40% of males would be interested in a beauty brand offering them a product kit to help take care of their skin after a music festival

“I recently saw a skincare brand at a festival doing facials—and now it’s part of my everyday routine.” Danielle, Millennial, Sheerness

Sources: 2019, US/UK The Beauty of Live Study (n=4,201 unique respondents across 3 surveys) *2018, The Power of Live Global Study (n=22,500) **2019, US Fan Journey Study (n=2,797), Live Nation Ticket Purchase Data
Photos Courtesy of Wireless UK Festival