Young beauty customers are deeply influenced by what they consume daily, from their personal passions to the fandoms and communities they engage with. Such interests shape their identities, values, and purchasing decisions. Whether it’s makeup inspired by a favorite show, collaborations with influencers, or products tied to wellness trends, these touchpoints allow beauty brands to authentically connect with their audience in meaningful and impactful ways. For example, last year amid Taylor Swift and Beyoncé’s concert tours, beauty business saw a significant increase in client bookings and services, with an overwhelming 83% attributing this surge directly to the influence of the stars and their concerts, reiterating the purchasing power behind specific consumer interests. To investigate the power of passions and fandoms within beauty, youth digital-ecosystem data collector SuperAwesome created The Why Behind Where Audiences Are report. BeautyMatter outlines the key findings.Understanding the Opportunity Passions and fandoms have become a vital part of unlocking meaningful connections with Gen A and Gen Z audiences. However, simply understanding where audiences are and what they're interested in is no longer enough. Brands need to be prepared to dig deeper to be succesful—seeking out the why behind their interests to drive a more effective approach to youth audience engagement.To find the why behind these trends, it’s first important to differentiate between passions and fandoms. “To the untrained eye, there’s little difference between a passion and a fandom and they do, naturally, share some important similarities,” SuperAwesome writes.