As Soap & Glory gains steam in the U.S., the brand is targeting its core customers where they like to congregate. To that end, the Walgreens Boots Alliance-owned brand is partnering with Live Nation for a major presence at four of the entertainment giant’s festivals this year.
The bold and bubbly brand, created by beauty entrepreneur Marcia Kilgore (who sold it to Boots in 2014), will attract festivalgoers with what it has dubbed the Soaper Station. This vintage auto-garage-style space will provide a respite where attendees can enjoy a beauty tune-up. Decked out in pink to match Soap & Glory’s motif, the activation area will be the exclusive cosmetics, bath, body and facial skin-care pit stop at the four events it selected this year. The first event began today at Southern California’s Beyond Wonderland. The others are Sasquatch, Bonnaroo and Faster Horses — a handpicked mix of music genres.
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