The unfashionable activation consists of a make-up merchandising machine.
Yves Saint Laurent Beauty is becoming a member of the party at Coachella. The French brand announced Thursday its first pop-up keep for the Indio, Calif. Pageant — and it’s designed to mimic a gas station with beauty refills rather than fuel.
Open April 12-14 along Route 111 close to Cathedral City, the YSL pop-up hailed as a “make-up oasis” will function an excursion bus, giant lipstick signal, heart-shaped balloons, convertible cars, and neon red gas pumps.
Festival attendees can enjoy a makeup merchandising device, truly try on 50 sun shades of lipstick and chat with experts to get desert splendor hints for Coachella. YSL will provide its new Touche Éclat High Cover Radiant concealer and Rouge Volupté Shine lipstick on-web site, along side the Touche Eclat All-Over brightening pen, Volupté Plump-in-Color plumping lip balm and more customizable lipsticks.
The retro fashion has been a staple of beauty and fashion activations, because of the resurgence of ’90s style (in July, Kylie Jenner hosted a fuel station pop-up for Adidas’ Falcon shoe). YSL’s pop-up performs off its YSL Beauty Hotel experience, which bowed in New York during Fashion Week in September and protected a terrace cafe, perfume workshop, indoor pool and neon lighting galore.
In 2017, YSL opened the primary U.S. Location of its pop-up called The Lip Showroom at the Ace Hotel in Los Angeles. “YSL is about cool, edgy couture — first with [former creative director] Hedi Slimane and now with Anthony Vaccarello — and a freestanding keep is definitely important on the way to deliver a unique brand revel in to the purchaser,” said Verane de Marffy, vice president advertising for Yves Saint Laurent Beauty at L’Oreal, on the time.
Other Coachella Weekend 1 activities will be hosted with the aid of Revolve, Levi’s, Adidas and extra