Two recent surveys conducted by Vagaro unveil the influence of the “Taylor Swift: The Eras Tour” and Beyoncé’s “Renaissance World Tour” on beauty businesses.
These surveys, which coincided with the conclusion of their respective 2023 U.S. tours, demonstrate how much Taylor Swift and Beyoncé fans are willing to spend on beauty services. Additionally, the results reveal trends that beauty businesses experienced as a result, the company states.
Consumers Getting Beauty-Ready for Tours
Participants of the first, smaller-scale survey consisted of both consumer and business users on the Vagaro platform who attended one or both of the concerts. Nearly one-fifth of those respondents said the events were their first live concert experience since the onset of the COVID-19 pandemic, with almost 40% of participants saying they either flew or traveled out-of-state to attend the concerts, the company states.
Thirty-three percent of participating beauty business owners said they observed a significant increase in bookings during the touring periods, and an overwhelming 83% attributed this surge directly to the influence of the concerts, according to the company.
Vagaro Brand Partner, Tabatha Coffey says in a news release, “Cultural moments, like those driven by Beyoncé and Taylor Swift, are not just fleeting events. They shape consumer behavior, set trends and present revenue opportunities. For businesses, tuning into these pivotal moments isn’t merely about relevance—it’s a strategic imperative for growth and customer engagement.”
The initial survey further revealed that 27% of beauty business owners noticed a correlating spike in new customers, while 47% experienced a substantial increase in last-minute bookings during the touring periods.
Average Spend on Beauty Services
Participants of the second, larger-scale survey, conducted in partnership with One Poll, consisted of American consumers who attended one or both concerts. Eighty-three percent were women and the average age was 32, the company states.
These respondents spent an average of $104 per service across multiple beauty services, in preparation for the events. Spend for tanning and makeup services were among the highest costs, according to the company.
The average spend per service for the concerts are as follows:
- Hair – $136
- Nails – $88
- Eyelashes – $83
- Eyebrows – $82
- Tanning – $111
- Makeup – $128
Nearly one-fifth of respondents filmed and posted “Get Ready with Me” (GRWM) content for the concerts on social media. This is a testament to the ongoing popularity of the social media trend, the company states.
“Leveraging the popularity of events like these can help business owners drive success. Being aware of such happenings allows businesses to connect with their audience, offer more customized experiences, and strategize their business plans more efficiently in preparation,” says Vagaro VP of Marketing, Charity Hudnall, in a news release.
