Individually, hair and beauty brands can’t afford to take stands at festivals which is a crying shame because consumers are most likely to get into the beauty groove and buy when they’re relaxed, happy and ready to try something new. That’s exactly the atmosphere that’s most likely to exist at music festivals.

N2O got round that by pulling together beauty brands under one umbrella, All Out Beauty and making it collectively possible for the brands to take part, by pooling resources.

With makeup for women and smellies for men, plus a nail bar, hair salon, skincare sample shop, each area benefitted from an increased footfall created by consumers visiting their particular zones of interest.

All Out Beauty took over one substantial stand and spit it into ‘zones’. Each zone belonged to one brand so they had the space to do what they do best: hair, makeup, body art and so on.

Consumers who looked great after a makeup makeover were in the right place to try something different with their hair. It was a win-win arrangement for all the brands that took part.

While eachAll Out Beauty zone hosted a different brand, the invite-only rooftop retreat was a place for guests, social influencers and VIPs to relax and enjoy the view.