The golden period of “competition style” could also be over, however magnificence manufacturers are discovering methods to faucet into music-event advertising as they appear not simply to Coachella however Stagecoach, Reside Nation and past.
Magnificence labels led influencer journeys and promotions on Coachella’s first weekend, which ran from April 12 – 14, with each important merchandise like sunscreen and inventive competition make-up represented. The weekend kicked off what’s set to be a season of music competition magnificence exercise as nation music competition Stagecoach is rising as the following large model vacation spot. A Beyoncé-driven Western obsession has E.l.f. Pores and skin amongst these headed to Stagecoach for the primary time, because the occasion is about to be invaded by an unprecedented stage of influencers this 12 months.
Hosts of Coachella influencer journeys in 2024 have been “primarily magnificence manufacturers,” other than the style presence led by Revolve, stated Megan Levy, head of expertise acquisition at influencer-management company Shine Expertise Group.
Official Coachella magnificence sponsors skewed to the sensible facet, providing merchandise like physique wash and shampoo for the competition’s tenting space or SPF for the new desert solar.
After partnering with Coachella in earlier years, Technique leveled up its sponsorship this 12 months because it created a high-tech branded sales space on website. Tapping into competition aesthetics, its two-weekend activation provided a glam station with hair tinsel and an aura images station with an AI twist, texting folks their AI-retouched aura pictures. Model representatives drove a golf cart across the competition grounds handy out samples; within the tenting space, Technique featured one other pop-up with a salon for blowouts and curated playlists within the camp showers.
Neutrogena’s Coachella partnership, in the meantime, was all concerning the competition necessity of SPF, providing eight sunscreen dispenser stations all through the grounds.
The recent desert was “such a contextually related place for us to be,” stated Natasha Haubrich, Neutrogena head of fairness and technique. “We actually imagine that it’s nonetheless related and other people nonetheless need to be right here.”
Magnificence Retains the Influencer Journey Alive
As style firms like Revolve rethink their Coachella influencer advertising strategy, magnificence manufacturers helped prop up a lagging rental marketplace for Palm Springs mansions. Eos, Okay-beauty label Isntree and influencer-trip chief Tarte have been amongst those who lured influencer-trip teams with pool events, brunches and facials.
In the meantime, Neutrogena’s sponsored group of round 30 influencers included TikToker Haley Kalil in addition to skinfluencers like Dr. Dustin Portela. The marketing campaign was supported by the model’s influencer crew, which incorporates each LA-based and distant members. After it was reported that Neutrogena is closing its LA workplace and eliminating roles, Haubrich declined to touch upon what this implies for its influencer technique going ahead.
Activating in artistic methods exterior the competition grounds was a key means for impartial magnificence to realize visibility with out huge budgets for influencer journeys or on-site cubicles. This included manufacturers affiliated with Coachella acts. Gwen Stefani’s GXVE Magnificence opted for a presence exterior the competition for No Doubt’s efficiency. The singer’s make-up label provided make-up touchups at The Zoe Report’s Zoeasis social gathering and drove influencers to and from occasions in a set of GXVE-branded ride-share vehicles stocked with gifted merchandise. Stefani additionally wore a full face of GXVE Magnificence for her competition efficiency that she utilized herself.
Stagecoach’s Influencerization
Past Coachella, magnificence manufacturers are leaning into competition season for the remainder of the spring and summer season.
Halsey’s make-up label About-Face, which is displayed on endcaps at 1,220 Ulta Magnificence areas, launched its festival-themed Power Angel assortment on April 17. The model has additionally partnered with leisure firm Reside Nation since 2022 to carry pop-ups to its music festivals, together with Lollapalooza and Governors Ball. It’s an official sponsor for each festivals once more this 12 months.
However maybe the one competition almost definitely to be “influencerized” can be Stagecoach. Held on the Coachella grounds from April 26 – 28, the nation music fest will embrace mainstream acts like Put up Malone and Diplo. The occasion is just not solely seeing the primary Revolve social gathering held in the course of the weekend however can even be sponsored by E.l.f. Magnificence’s skincare model.
E.l.f. Pores and skin is internet hosting a “Glow & Go Motel” pop-up on the competition grounds, providing samples of its Suntouchable sunscreen and Holy Hydration skincare merchandise. On the competition’s official Amazon livestream, the model can be that includes sponsored segments and be unveiling its newly launched Bronzing Drops.
“I do assume we are going to see a bigger funds put towards Stagecoach,” stated Levy, who shared she’s seen cash allotted for the nation music competition akin to what manufacturers sometimes spend for Coachella. “[It] can be a very attention-grabbing shift within the creator economic system, seeing how nicely Stagecoach does this 12 months.”
