From Coachella to Stagecoach: Inside Beauty’s Big Bet on Festival Season

The golden period of “festival fashion” could also be over, however magnificence manufacturers are discovering methods to faucet into music-event advertising and marketing as they give the impression of being not simply to Coachella however Stagecoach, Stay Nation and past.

Magnificence labels led influencer journeys and promotions on Coachella’s first weekend, which ran from April 12 – 14, with each important merchandise like sunscreen and artistic pageant make-up represented. The weekend kicked off what’s set to be a season of music pageant magnificence exercise as nation music pageant Stagecoach is rising as the following huge model vacation spot. A Beyoncé-driven Western obsession has E.l.f. Pores and skin amongst these headed to Stagecoach for the primary time, because the occasion is about to be invaded by an unprecedented degree of influencers this 12 months.

Hosts of Coachella influencer journeys in 2024 had been “primarily magnificence manufacturers,” other than the style presence led by Revolve, mentioned Megan Levy, head of expertise acquisition at influencer-management company Shine Expertise Group.

Official Coachella magnificence sponsors skewed to the sensible aspect, providing merchandise like physique wash and shampoo for the pageant’s tenting space or SPF for the recent desert solar.

After partnering with Coachella in earlier years, Technique leveled up its sponsorship this 12 months because it created a high-tech branded sales space on web site. Tapping into pageant aesthetics, its two-weekend activation provided a glam station with hair tinsel and an aura pictures station with an AI twist, texting individuals their AI-retouched aura pictures. Model representatives drove a golf cart across the pageant grounds at hand out samples; within the tenting space, Technique featured one other pop-up with a salon for blowouts and curated playlists within the camp showers.

Neutrogena’s Coachella partnership, in the meantime, was all in regards to the pageant necessity of SPF, providing eight sunscreen dispenser stations all through the grounds.

The recent desert was “such a contextually related place for us to be,” mentioned Natasha Haubrich, Neutrogena head of fairness and technique. “We actually consider that it’s nonetheless related and other people nonetheless need to be right here.”

Magnificence Retains the Influencer Journey Alive

As trend firms like Revolve rethink their Coachella influencer advertising and marketing strategy, magnificence manufacturers helped prop up a lagging rental marketplace for Palm Springs mansions. Eos, Ok-beauty label Isntree and influencer-trip leader Tarte had been amongst people who lured influencer-trip teams with pool events, brunches and facials.

In the meantime, Neutrogena’s sponsored group of round 30 influencers included TikToker Haley Kalil in addition to skinfluencers like Dr. Dustin Portela. The marketing campaign was supported by the model’s influencer workforce, which incorporates each LA-based and distant members. After it was reported that Neutrogena is closing its LA office and eliminating roles, Haubrich declined to touch upon what this implies for its influencer technique going ahead.

Activating in inventive methods outdoors the pageant grounds was a key approach for impartial magnificence to achieve visibility with out huge budgets for influencer journeys or on-site cubicles. This included manufacturers affiliated with Coachella acts. Gwen Stefani’s GXVE Magnificence opted for a presence outdoors the pageant for No Doubt’s efficiency. The singer’s make-up label provided make-up touchups at The Zoe Report’s Zoeasis occasion and drove influencers to and from occasions in a set of GXVE-branded ride-share vehicles stocked with gifted merchandise. Stefani additionally wore a full face of GXVE Magnificence for her pageant efficiency that she utilized herself.

Stagecoach’s Influencerization

Past Coachella, magnificence manufacturers are leaning into pageant season for the remainder of the spring and summer season.

Halsey’s make-up label About-Face, which is displayed on endcaps at 1,220 Ulta Magnificence areas, launched its festival-themed Power Angel assortment on April 17. The model has additionally partnered with leisure firm Stay Nation since 2022 to deliver pop-ups to its music festivals, together with Lollapalooza and Governors Ball. It’s an official sponsor for each festivals once more this 12 months.

However maybe the one pageant most probably to be “influencerized” will likely be Stagecoach. Held on the Coachella grounds from April 26 – 28, the nation music fest will embrace mainstream acts like Publish Malone and Diplo. The occasion is just not solely seeing the primary Revolve occasion held through the weekend however can even be sponsored by E.l.f. Magnificence’s skincare model.

E.l.f. Pores and skin is internet hosting a “Glow & Go Motel” pop-up on the pageant grounds, providing samples of its Suntouchable sunscreen and Holy Hydration skincare merchandise. On the pageant’s official Amazon livestream, the model will likely be that includes sponsored segments and be unveiling its newly launched Bronzing Drops.

“I do suppose we are going to see a bigger price range put towards Stagecoach,” mentioned Levy, who shared she’s seen cash allotted for the nation music pageant corresponding to what manufacturers usually spend for Coachella. “[It] will likely be a extremely attention-grabbing shift within the creator economic system, seeing how properly Stagecoach does this 12 months.”