Pop Newsletter: How Ariana Grande’s R.E.M. Beauty capitalized on the Eternal Sunshine Tour to drive engagement and sales
Culture Index
Score Breakdown
Relevance
18/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
4/15
5-Axis Cultural Radar
The brand held in-person activations in 10 cities across her two-month tour. Not only that, but during the show, Grande had her makeup redone twice with R.E.M. products. First, she applied a touch of the Essential Drip Glossy Balm ahead of the song "7 Rings" and then had a full vanity on stage where she applied several other R.E.M. products ahead of the song "Into You."
