Live Nation has partnered with Halsey-backed cosmetic companies about–face and af94 to create branding experiences at its venues and festivals promoting the brands. The promoter has also made an equity investment in about-face and af94 to support the growing brands.
“The Live Nation partnership will usher in a new way to experience the intersection of live entertainment and makeup,” says Halsey, who serves as the brands’ co-founder and chief creative officer. “Live Nation has given me a platform to express my vision to my audience on stages across the world. Our future together will mean seeing the audiences’ visions come to life from the crowds.”
About-face and af94 activations at Live Nation properties will include product sampling, self-guided application and a range of virtual and actual “try and buy” integrations. Russell Wallach, Live Nation’s global president of media and sponsorship, brokered the agreement on behalf of the concert promoter.
“The partnership will also allow us to create more of our signature formulas that lean heavily into artistic colors and continue to push boundaries for product performance and long wearability,” added Jeanne Chavez, co-founder and CIO at about-face and af94.
About-face cosmetics are vegan and cruelty-free products that have won over 10 industry awards, including Allure’s Best of Beauty 2021 and 2022. It is also one of the leading high-growth emerging brands at Ulta Beauty.
Halsey launched the second brand, af94, in July 2022 with Walmart. It quickly became the retailer’s No. 1 trending cosmetics brand in over 3,000 locations nationwide.
Live Nation, which has featured both brands at Lollapalooza, has planned activations for Irving Plaza in New York, The Wiltern in Los Angeles and The Tabernacle in Atlanta, as well as at upcoming music festivals Rolling Loud New York and When We Were Young in Las Vegas.
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