YSL Beauty Lipstation. Image credit: YSL Beauty
Ahead of Coachella’s opening weekend, luxury brands are rolling out brand experiences in Palm Springs.
From pop-up shops to content, luxury labels including YSL Beauty and BMW are looking to get on festival attendees’ radars. According to Launchmetrics, Coachella generated a total $116 million in media impact value its first weekend last year, opening the door for brand social media moments.
Coachella campaigns
France’s YSL Beauty is looking to spur cosmetic pit stops around Coachella with a gas station-inspired pop-up shop.
Up from April 12 to 14, the YSL Beauty Lipstation and Pop-Up Shop will let visitors check out the brand’s latest releases.
YSL’s pop-up is located in Cathedral City, CA, nearby to Route 111. Visually resembling a gas station, the pop-up will include makeup services.
Visitors will also be able to create their own customized YSL Beauty lipstick.
BMW teamed with Khalid on a special version of its i8 Roadster for “the road to Coachella.” The performer’s car includes depictions of flames and a wolf.
Instagram post from BMW i
Cognac label Rémy Martin teamed with Global Intuition to launch the apparel brand’s Coachella Collection at a West Hollywood event on April 6.
Marriott’s newly rebranded Bonvoy loyalty program also sought to make the experience at Indio more luxurious. Consumers who are enrolled could book glamping experiences in a W yurt or an Aloft safari tent. VIP passes to the Marriott Bonvoy Bungalow give attendees a respite from the desert heat with WiFi, butler service, a glam squad, food and drink.
In past years, brands have involved themselves in Coachella in a number of ways.
Swiss watchmaker Tag Heuer reached out to a younger generation through a partnership with the Coachella Valley Music & Arts Festival.
Tag Heuer was the official watch of the event in 2015, sponsoring the two-weekend affair in Indio, CA. Music festivals are becoming a sought after venue for luxury brands looking to reach the millennial consumer who will be their customers of tomorrow (see story).
Balmain also dressed headliner Beyoncé for her Coachella performance last year (see story), which is now coming to television via the Netflix documentary "Homecoming."