By  on April 8, 2014

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.”

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