43% of Gen Z and millennial men find live music events to be an excuse to try new grooming looks

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2020, 1:20 AM UTC

Two in three females on average spend $135 on buying products especially for a live concert.

A study was conducted by Live Nation which surveyed 30,000 Gen Z and millennials. The report suggests that, in 2020, beauty brands must focus on live music festivals and events. The study found that women spend about two hours (average) readying for a live music event.

One in three respondents reported buying at least one beauty product for the last live music event they attended. 84% of participants believe that live music festivals “encourage freedom with beauty.”

For 78% of male respondents, attending live music events are an excuse to wear bold makeup. Further, two in three women spend about $135 on average per festival in purchasing beauty products for their live music look.

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