At Lollapalooza this year, fashion and beauty brands are taking a more physical approach to showing up at the festival.Neutrogena will be the inaugural official skin-care partner at Lollapalooza in Chicago when the festival starts on July 30. While Neutrogena will have campaigns and advertising adjacent to the festival, like out-of-home advertisements around the city of Chicago leading up to and during the event, the brand is also investing in numerous on-the-ground activations.
Neutrogena will host six free sunscreen stations around the festival grounds, giving out over 180 gallons of free sunscreen, along with air-conditioned cooling stations for attendees to take a break from the heat. The brand is also hosting a welcome party for 120 influencers on the first night, sponsoring creator posts throughout the weekend and seeding over 4,000 samples of its Hydro Boost Water Gel product throughout the festival.
Kevin Shapiro, U.S. head of brand growth for Neutrogena, told Glossy that Neutrogena identified an organic brand synergy with summer music festivals: the need to beat the heat.
“Lollapalooza brings together hundreds of thousands of people during the peak summer season, when UV levels are often at their highest,” Shapiro said. “Festivalgoers spend long hours outdoors in the sun, making sunscreen essential. By showing up where consumers need sun protection most, Neutrogena can help people stay protected from immediate concerns like sunburn while also promoting the importance of daily sun safety and reducing the long-term risks associated with UV exposure.”
