Halsey Signs Live Nation Partnership for Cosmetic Brands – Billboard


Stay Nation has partnered with Halsey-backed beauty firms aboutface and af94 to create branding experiences at its venues and festivals selling the manufacturers. The promoter has additionally made an fairness funding in about-face and af94 to assist the rising manufacturers.

“The Stay Nation partnership will usher in a brand new solution to expertise the intersection of reside leisure and make-up,” says Halsey, who serves because the manufacturers’ co-founder and chief artistic officer. “Stay Nation has given me a platform to specific my imaginative and prescient to my viewers on levels the world over. Our future collectively will imply seeing the audiences’ visions come to life from the crowds.”

About-face and af94 activations at Stay Nation properties will embody product sampling, self-guided software and a variety of digital and precise “attempt to purchase” integrations. Russell Wallach, Stay Nation’s international president of media and sponsorship, brokered the settlement on behalf of the live performance promoter.

“The partnership will even permit us to create extra of our signature formulation that lean closely into inventive colours and proceed to push boundaries for product efficiency and lengthy wearability,” added Jeanne Chavez, co-founder and CIO at about-face and af94.

About-face cosmetics are vegan and cruelty-free merchandise which have received over 10 trade awards, together with Attract’s Better of Magnificence 2021 and 2022. It can be one of many main high-growth rising manufacturers at Ulta Magnificence.  

Halsey launched the second model, af94, in July 2022 with Walmart. It shortly grew to become the retailer’s No. 1 trending cosmetics model in over 3,000 places nationwide. 

Stay Nation, which has featured each manufacturers at Lollapalooza, has deliberate activations for Irving Plaza in New York, The Wiltern in Los Angeles and The Tabernacle in Atlanta, in addition to at upcoming music festivals Rolling Loud New York and When We Had been Younger in Las Vegas.

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