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For the Music of Beauty research white-paper, we took a closer look at ten of the most influential brands in the beauty industry, using our gold standard MusicIQ methodology to measure the effectiveness of their music choices.

In an industry where 60% of buyers are willing to try something new2, brands that create a distinctive and compelling identity are rewarded with greater levels of consumer experimentation in adjacent categories and cross-category loyalty. Our analysis of the Music of Beauty was split into two independent work streams: MusicIQ and Brand Performance.

Our results showed that the thoughtful, consistent, and strategic use of music
in branding & advertising accounts for over 15% of beauty brands’ overall business performance. Additionally, beauty brands can benefit from using music that is more ownable and distinctive. We also advised that managing creators and influencers more proactively will enhance brand identity for beauty brands.