Inside NYX Professional Makeup's onsite activation, festival-goers will discover the ultimate glitter playground. Staying true to the brand's digital-first DNA, attendees will find social media-ready moments throughout the activation, starting with an interactive beauty bar and touch-up area fully equipped with glitter makeup, a glitter fountain, a lip and tongue slide and much more.
Additionally, NYX Professional Makeup's partnership with celebrity makeup artist Nam Vo will provide festival-goers the opportunity to recreate her looks with products and makeup artists onsite. Attendees are encouraged to experiment with the Glitter Goals collection and share their inspirational looks on social media using hashtag #nyxcosmeticscoachella.
NYX Professional Makeup's on-site activation is inspired by their newest Glitter Goals collection, which will also be supported by a full marketing rollout, taking over NYX Professional Makeup's 42 U.S. stores, key retailer support, and influencer partnerships.
“We are thrilled to announce our exclusive cosmetics partnership at Coachella,” says Yann Joffredo, global brand president, NYX. “Our fans have relied on our professional-grade products year after year to create their festival beauty looks. It only made sense to take this one step further and create an immersive festival experience that excites both brand loyalists and new fans alike.”
NYX Professional Makeup is ensuring everyone can partake in the Coachella festivities. One fan and a friend will have the opportunity to attend the festival and experience the glitter activation via online sweepstakes. Beauty fans across the country will also have access to the tutorials and products from Vo's Coachella-created beauty looks at NYX Professional Makeup retail stores, on the NYX Professional Makeup Masterclass platform and at retailer partners such as ULTA, Target, Walmart, CVS and Walgreens.
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