As Soap & Glory gains steam in the U.S., the brand is targeting its core customers where they like to congregate. To that end, the Walgreens Boots Alliance-owned brand is partnering with Live Nation for a major presence at four of the entertainment giant’s festivals this year.
The bold and bubbly brand, created by beauty entrepreneur Marcia Kilgore (who sold it to Boots in 2014), will attract festivalgoers with what it has dubbed the Soaper Station. This vintage auto-garage-style space will provide a respite where attendees can enjoy a beauty tune-up. Decked out in pink to match Soap & Glory’s motif, the activation area will be the exclusive cosmetics, bath, body and facial skin-care pit stop at the four events it selected this year. The first event began today at Southern California’s Beyond Wonderland. The others are Sasquatch, Bonnaroo and Faster Horses — a handpicked mix of music genres.
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“The partnership with Live Nation has created an incredible opportunity to immerse consumers in the Soap & Glory culture like never before,” explained Lauren Consiglio, vice president Global Beauty Brands for Soap & Glory. “The Soaper Station activation is equal parts impactful and playful and truly exemplifies our mission of female empowerment.”
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Festivals, in particular, hit a sweet spot for Soap & Glory — Generation Z and Millennials. Live Nation research reveals 92 percent of those falling in those two age demographics said festival attendance has increased over the past five years.
Live Nation, which manages more than 26,000 events per year, earmarked beauty as a category that matches its core consumers. “Live music and beauty share something in common: both are ways to express yourself. So when Soap & Glory approached us with ideas to amplify their brand in the U.S., our creative team couldn’t wait to start sketching,” said Maureen Ford, president national and festival sales, Live Nation Media and Sponsorship.
“As a bold force within the beauty industry, Soap & Glory sets the standard by championing strong women and making them feel empowered every day. Those values are reflected in the ‘Soaper Station’ activation we created and designed for stylish festivalgoers to harness the power of beauty, while enjoying their favorite artists,” she added.
Beauty is big business at festivals. Live Nation data revealed that 83 percent of Generation Z and Millennial attendees at its events bought at least one fashion or beauty item to wear to a live event. With Soap & Glory’s participation, they’ll have the chance to take their enthusiasm for beauty to the next level. Access is also expected to broaden awareness of the brisk growing brand now sold at Walgreens/Duane Reade stores nationwide, Target and Ulta Beauty.
Fans attending the various festivals will be invited to experience the “feisty and fun” culture of Soap & Glory. At the garage they can get “(P)inked at an airbrush tattoo station, visit a makeup station for sampling and touch-ups and stop by a Gif booth where they can create their own pin-up-style poster. On hand to assist with be Soap & Glory-trained Glory Girls, or ambassadors who lead the brand’s girl positioning power.
Among the products on the “play list” will be Sexy Mother Pucker Lipstick, Sexy Mother Pucker XXL Pillow Plump Plumping Lip Gloss and Supercat Skinny Eyeliner. Those who need a moment of relaxation can luxuriate on a custom Cadillac trunk couch adorned with pink chrome hubcaps.
“Our goal is for consumers to leave the Soaper Station feeling fearless, fabulous and inspired to keep kicking ass,” added Consiglio. “We’re always encouraging our customer to disrupt the norm and we’re happy to be able to bring that concept to life.”
Influencers, of course, will be part of the Beyond Wonderland with actress and social media star Andrea Russett and influencer Alisha Marie slated to appear. Influencer guests of Soap & Glory on tap are Taylor Dini, Jill Cimorelli, Kayla Lashae and Lynette Cenée.