Yves Saint Laurent Beauty joined the party at Coachella. The French brand opened its first pop-up shop for the Indio, California festival and it was designed to mimic a retro gas station with cosmetic refills instead of gasoline.
As festival-goers and Palm Springs locals geared up for Coachella Weekend 1, YSL Beauté created a makeup oasis in the desert. The one-stop beauty experience served as an interactive social media activation for consumers and influencers, where they were able to touch, feel and experience the brands new and best selling launches. Brand experts were on site who were able to share tips on how to use some of the brand’s best-selling products.
Visitors were able to experiment with virtual mirrors to try on shades, shop a product vending machine and learn how to achieve two distinct YSL makeup looks.
Apart from gas pumps emblazoned with the iconic YSL logo, and retro convertibles that brand ambassador Kaia Geber is seen posing with in the photos above, the pop-up site also featured a field of black, heart-shaped balloons where many festival-goers stopped in front of for a Kodak moment.
Studies show that millennial women feel happiest when they spend on an experience like the one offered by the YSL Beauty Station. Forty-five percent of this cohort said their biggest purchases in recent months were on experiences, and 54% said experiences would drive their biggest purchases over the coming year, according to a study by Merkle and Levo.