04/14/2019
Luxury beauty brand targets Coachella goers with omnichannel experience
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Yves Saint Laurent (YSL) is doing its best to eliminate the stereotype of grungy hippies from the Coachella music festival.
The retailer’s YSL Beauty brand offers Coachella attendees a blended shopping experience that includes social media, online retailing, and a brick-and-mortar popup shop. On the YouTube and Instagram social platforms, YSL Beauty makeup ambassador Kaia Gerber and global beauty director Tom Pecheux take a video road trip to the desert, featuring YSL Beauty products.
In the physical realm, YSL Beauty has opened a beauty station and pop-up shop on Route 111 in Cathedral City, Calif., on the way to the Coachella site in Indio, Calif. The promotional beauty station attracts consumer attention with a towering lipstick sign, open-topped cars, and tour bus, beside pink gas pumps and a field of heart-shaped balloons.
Behind the beauty station is a pop-up shop featuring several interactive shopping elements, including a lipstick customizer, virtual mirror that lets customers instantly try on more than 50 shades of lipstick, and a makeup vending machine.
YSL Beauty is not the only omnichannel retailer seeing an opportunity in the Coachella festival’s more than 250,000 mostly millennial and Gen Z attendees. Amazon set up a curated online storefront geared toward Coachella goers, and also is providing special Amazon Lockers located inside the festival grounds.
Coachella takes place over two weekends every April – the first this year was April 12-14 and the second will be April 19-21.
The retailer’s YSL Beauty brand offers Coachella attendees a blended shopping experience that includes social media, online retailing, and a brick-and-mortar popup shop. On the YouTube and Instagram social platforms, YSL Beauty makeup ambassador Kaia Gerber and global beauty director Tom Pecheux take a video road trip to the desert, featuring YSL Beauty products.
In the physical realm, YSL Beauty has opened a beauty station and pop-up shop on Route 111 in Cathedral City, Calif., on the way to the Coachella site in Indio, Calif. The promotional beauty station attracts consumer attention with a towering lipstick sign, open-topped cars, and tour bus, beside pink gas pumps and a field of heart-shaped balloons.
Behind the beauty station is a pop-up shop featuring several interactive shopping elements, including a lipstick customizer, virtual mirror that lets customers instantly try on more than 50 shades of lipstick, and a makeup vending machine.
YSL Beauty is not the only omnichannel retailer seeing an opportunity in the Coachella festival’s more than 250,000 mostly millennial and Gen Z attendees. Amazon set up a curated online storefront geared toward Coachella goers, and also is providing special Amazon Lockers located inside the festival grounds.
Coachella takes place over two weekends every April – the first this year was April 12-14 and the second will be April 19-21.
