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.
[5 minute read]