Sephora is going where no other beauty brand has yet gone — to be a sponsor of the 2014 Coachella Music Festival, which kicks off Saturday.

Deborah Yeh, vice president of marketing for Sephora, noted that the partnership with the music festival is “an important step for elevating the Sephora Collection brand relationship within its most engaged demographic, and is the first part of a strategic re-branding effort for Sephora Collection in 2014.”

“Sephora Collection is a brand with a broad scale of age ranges, but we overindex with younger consumers, especially those in their early 20s,” said Yeh. “This allows us to interact with them where they are.”

Sephora will have two venues on site, said Yeh. The Sephora Collection Beauty Studio, the consumer-facing space, will be held in a 40-foot by 40-foot tent on site. It will offer guests an area to “refresh, recharge, and relax,” said Yeh. Consumers will have the opportunity to escape the heat, power up their mobile devices and discover the Sephora Collection’s product assortment. Nine beauty stations offering complimentary services will be staffed by members of Sephora Pro and Sephora Collection artists, and Sephora’s integrated digital offerings will also be showcased. Yeh noted that key consumer engagement activities include priority access to services for VIB and VIB Rouge members of Sephora’s Beauty Insider program; content sharing on all of Sephora’s social platforms, including Facebook, Twitter, Tumblr and Instagram; access to Sephora’s new Beauty Board platform, and digital bounce-backs for visitors to the tent with a product redemption offer post-festival.

A second space backstage, the VIP Artistry Service trailer, will be utilized by celebrity performers and guests, said Yeh. “It’s a great service for the performers and it offers the opportunity for our artists to offer touch-ups to performers,” she said.

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