Glossy Pop Newsletter: The world of “Eras Tour” brand marketing, from friendship bracelets to spinning classes
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Since March, Taylor Swift has rocked the country with every stop on her Eras Tour.
In every state it traverses, the tour has boosted local economies, giving corporations and even governments the opportunity to make cheesy, wordy offers to fans to demonstrate their cultural relevance.
There is a concrete opportunity for fashion, beauty and wellness companies to be in the moment and offer customers special experiences or product times on the Eras Tour. There are options geared toward fans attending the show, ones meant to empathize with a city’s passing Swiftmania, and even ones intended to ease the pain of not getting tickets. And of course there is shopping for those who are still finalizing their #ErasTourOutfits. The hashtag now has 650 million views, up from 318 million when Glossy Pop last reported on the burgeoning trend in April.
For some businesses, that meant an increase in sales or foot traffic as Swift drove through the city. Countless brands have categorized their styles into Swift’s 10 “eras,” contributing to the conversation that’s dominating both TikTok and Instagram. For the past two months, Swift and Eras Tour content has been practically unmissable. The Eras Tour has far too many associated hashtags to debate, but the simplest, #ErasTour, has 8.9 billion views on TikTok, and Swift’s three-day takeover of MetLife Stadium in New Jersey over Memorial Day Weekend hasn’t even began.
The Eras Tour has even spurred the growth of niche specialty companies like Truffle, making transparent handbags a security requirement for many stadiums. Just pack your bag for the Eras Tour on TikTok – “Advil? Check over. Portable battery? Check over. Red lipstick? Check.” is a trend. And even the hashtag #ErasTourBagPolicy has over 29,000 views.
“Our sales of stadium and concert-ready bags are up 200% year over year,” said Sarah Cusumano, co-founder of 11-year-old Truffle. She attributed part of the surge to the Eras tour, noting that Swift’s concert-goers are part of the brand’s Gen Z demographic. In May, Truffle launched its newest “stadium-friendly” model, the Clarity Mini Crossbody Carryall. Cusumano said the brand plans to create content for social media and publish a blog post focusing on how-to’s for designing their bags with different Eras looks.
Brands with a stylistic connection to Swift’s style have – at all times – seen a resurgence, particularly those with a brick-and-mortar presence in cities that have stopped on the tour.
“During the dates Taylor was performing in both cities, we saw a significant increase in sales at our Dallas and Houston stores — up to four times our average daily sales,” said Lisa Sadoughi, founder of headband and accessories brand Lele Sadoughi. “Our store teams also shared several anecdotes from customers who came in groups to coordinate their outfits for the concert. … Store traffic was exponentially above average and average spend was much higher because the customers were [favoring] our embellished headbands which have a higher price [than other items].”
Overall, 50% of concert day sales were generated by the brand’s embellished headbands. The $85 Taffy Rainbow Tweed Kelly headband was a bestseller in Dallas, while the $145 Pastel Gem Crystal Bloom Bessette headband was a bestseller in Houston.
In the song “You’re On Your Own, Kid” from Swift’s latest album, Midnights, she sings: “So make the Friendship Bracelets /
Take the moment and taste it.” The lyrics inspired concert-goers to exchange friendship bracelets by the thousands. For Little Words Project, the nearly decade-old brand that calls itself the “original word bracelet,” the text presented a perfect opportunity. The brand, which has seven stores, promoted its bead bars to swifities preparing for the fairs. Last weekend in Boston hosted fans who paid $50 and $75 respectively for 30- and 50-minute sessions. The brand used outdoor signage to attract Eras Tour fans.
“The idea of friendship bracelets is to share, to make friends, to love yourself – all of which are the embodiment of Little Words Project. We’re the original word bracelet, and all these girls band together and make them themselves. So we thought, why don’t we say, “Hey, come to our shop if you’re going to the Eras tour.” “Sit down and make the bracelets together.” We’ve got the supplies, we’ve got the beads, we’re him right place for it,” said Mariah Grippo, Director of Brand Experience at Little Word Project.
Meanwhile, Hally, the Gen Z-focused hair color brand, saw an opportunity to seize the Eras moment while taking a brand bus tour that stopped at college campuses across the country. When Swift’s May 5-7 tour stopped in Nashville, the bus was nearby. So on May 7, Hally parked his bus in a parking lot behind Honky Tonk Central, a popular bar on the way to Nissan Stadium. The brand shared details of where and when it would be with its 37,000 Instagram followers via Stories. Like college sporting events, concerts represent a space of opportunity for the two-year-old brand that specializes in temporary, colorful hair dye, said founder and CEO Kathryn Winokur.
Winokur said she’s seen concert fashion explode in recent years, particularly on TikTok — see also: Harry Styles, “Love On Tour.” When Styles’ shows began, Hally hadn’t launched his temporary hair makeup, now known as Shade Stix. When Winokur developed the product, she knew it would lend itself perfectly to concert style, she said.
“Friends get ready together — some even travel to go to these shows together — and really think about their accessories, their outfits, their makeup, and fun things to do with their hair. With Shade Stix, they can add color to their look just like they would with a bold lip or eye shadow.” The brand saw constant foot traffic with no “lulls,” she said.
“A lot of Swifties heard about the Hally Mobile and wanted to spice up their overall look on the way to the concert. Hair accessories, butterfly clips and baby pigtails were the most requested styles and accessories and our pink and purple Shade Stix were used the most to complete ‘Lover’ and ‘Speak Now’ looks. It was amazing to feel all the excitement firsthand and to see Hally really become part of the fans’ prep experience,” said Daniella Smith, Hally’s Senior Marketing Manager, who was on site in Nashville.
Even fans who didn’t have tickets turned up. “The bus was an opportunity for the brand to mobilize the city around a star she truly loves and experience all the excitement that was in the city while she was there,” said Winokur.
Though details are yet to be confirmed, Winokur said the brand will also be active in connection with Beyoncé’s Renaissance world tour, which arrives in the US later this summer.
Another brand with a long history of success by taking cues from music culture moments is SoulCycle, which, along with the Eras Tour, is making one of its biggest music-based marketing forays of all time. There will be over 100 Eras-themed rides through Manhattan and Brooklyn over Memorial Day weekend.
“We have a range of artists and different themes that we know really drive engagement,” said Ben Johannemann, SoulCycle’s director of marketing. “But we really keep our finger on the pulse of the music. … We are of course increasing the number of courses for certain artists depending on what is happening in the culture. … We know a lot of our riders love Taylor Swift and that getting tickets for the Eras Tour was next to impossible, so we saw a need. We really wanted to be there as a brand for our customers and be able to express their love for Taylor Swift and actually give them the energy of the concert in the studio and on the bike.”
Swift-themed rides consistently sell out and even attract new riders, Johannemann said, adding, “In Taylor classes, we typically bring in about three times as many new riders as we do in non-Taylor classes.” Also, rides in the Bad bunny and Beyoncé styles are a draw. On Thursday, New York City riders on a Taylor Swift-style ride who booked Bike 13 — notoriously Swift’s favorite number — got their ride for free. Also on Thursday, SoulCycle in Tribeca hosted a booth making friendship bracelets for guests to enjoy after cycling.
The Eras Tour even offered some marketing lessons, Johanneman noted. “It’s a master class in how to maintain engagement over a long period of time – because the tour has consistent elements but also brings new life to every city it visits.” SoulCycle aspires to do the same, he said.
Spate Trend Watch: Glow has staying power
The “glow” trend is becoming increasingly popular. It all started with the advent of shine-boosting products, like Charlotte Tilbury’s Hollywood Flawless Filter, and lip oils from various brands, à la Dior Lip Glow. But since then the trend has exploded to include a wide range of creams, oils, serums, complexion products and lip care products. Beauty fans just can’t handle this inner-lit vibe, especially in the summer months.
For face makeup, searches for products with a radiant effect increased by an average of 123,000 searches per month compared to the previous year, which represents a growth of 92.4%. According to Spate, this increase is largely due to the popularity of the Elf Halo Glow Liquid Filter. Other notable mentions include the Nars Sheer Glow Foundation and the Anastasia Beverly Hills Glow Kits.
In the skincare category, search interest in glowing benefits has increased by an average of 68,000 searches per month since last year, a growth of 19.6%. Well-known products that are being searched for include the Jergens Natural Glow line and Pixi’s Glow Tonic. The search for self-tanning effects alongside chemical peels highlights the different ways consumers are looking to maximize shine in their beauty routines.
“The increased interest in looking radiant reflects consumers’ desire to look healthy, radiant and, in some cases, even tanned. Many brands have noticed this trend and are embracing it,” said Yarden Horwitz, co-founder of Spate.
In our coverage:
Mother Science’s Mike Eines and Ann Marie Simpson-Einziger on their journey from rock star to beauty founder
Sir John on extending the inclusivity of beauty beyond the makeup of the complexion
Brandon Blackwood’s Beyoncé tour outfit showcases the designer’s branding ambitions in a ‘full look’.
Reading list:
Sachi Skin files lawsuit against Current State
The hair care brand Mielle hired basketball star Angel Reese as an ambassador
First Scarlett, then Cara, now Emma: The blunt bob is back on top
