The beauty brand revealed today its first Coachella pop-up: an Instagram-friendly activation in California on Route 111 in Cathedral City, Palm Springs. Designed to look like a gas station — if gas stations were sleek and luxe — the YSL Beauty Station will feature a larger-than-life version of the brand’s Rouge Volupté Shine lipstick along with pink convertibles, pink gas pumps and a field of heart-shaped balloons.
The pop-up includes a store where customers can shop both new products and best-selling classics. YSL Beauty artists will be on hand to demonstrate product application and spring makeup looks created by YSL beauty director Tom Pecheux. There will also be customization options and a makeup vending machine.
The YSL Beauty Hotel has been a successful model for the brand in terms of generating social media buzz. A 2018 iteration in Paris drew a total of 2,500 guests, which translated to 2,000 posts, 1.4 million engagements and 160 million in reach on social media.
The YSL Beauty Hotel x Coachella Music Festival Pop-up will open from April 12 to April 14 to coincide with the first weekend of Coachella.