TECHNOLOGY

Luxury beauty brand targets Coachella goers with omnichannel experience

BY Dan Berthiaume

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.

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