NYX Professional Makeup is heading to Coachella.
L’Oréal-owned NYX revealed today that it is to be the exclusive cosmetics sponsor for the 2019 Coachella Valley Music and Arts Festival, taking place the weekends of April 12 to 14 through April 19 to 21.
The partnership will include an activation on-site at the festival, a “glitter playground” inspired by the brand’s Glitter Goals collection. In a statement, NYX promised the sponsorship will include a beauty bar and touch-up area, glitter fountain, Instagrammable installations such as a slide in the shape of a tongue, alongside features for weary festivalgoers — including Wi-Fi, air-conditioning and charging stations.
Nam Vo, a celebrity makeup artist NYX has partnered with, will make appearances on-site to interact with festivalgoers and showcase how to use the Glitter Goals collection.
The festival partnership will extend beyond Coachella with a full marketing rollout, including influencer partnerships, advertising campaigns in the brand’s 42 U.S. stores and in some of its retailers, and a glitter-focused Master Class video featuring Vo.
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Beauty sponsorships at festivals have become increasingly common, though this is the first time NYX has sponsored one. Last year, Sephora was Coachella’s beauty sponsor. NYX is not the first brand in the mass market to sponsor a music festival. OGX was a sponsor of the Governor’s Ball music festival in 2018.
Yann Joffredo, global brand president, said in a statement: “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.”
The Coachella announcement is coming on the heels of a time of change for NYX. Joffredo joined the brand in September, after Nathalie Kristo departed her role as global brand president for Huda Beauty, where she is now U.S. president.