Sephora is partnering with inaugural music festival Panorama to give visitors “an exclusive beauty experience”. The retailer is the official beauty sponsor of the festival, which takes place in New York from 22-24 July 2016.
Festival-goers will be offered best-selling products from the retailer’s private label, Sephora Collection. Treatments will also be on offer, including face masks, make-overs and body art. A braid bar and dry shampoo styling station will also offer visitors a chance to fix their hair mid-festival.
Free wifi will also be on offer to allow guests to interact with the latest technology in store such as the Sephora Virtual Artist and the the @SephoraCollection Instagram account. Fans across the world will be able to track festival looks from the event using the hashtag #BeautyUncomplicated and by following the retailer’s social media accounts.
Deborah Yeh, Senior Vice President of Marketing and Brand at Sephora, said: “We are thrilled to be a featured partner of Panorama this year, as official beauty sponsor. As a retailer, Sephora already has the ability to share great shopping experiences with our clients and our focus at Panorama is to offer a deeper product experience for Sephora Collection, showing off our unparalleled brand assortment and service premise in an unexpected way beyond our stores or dotcom site.”
Panorama is a new music, art and technology festival produced by Goldenvoice. Headline acts include Arcade Fire, Kendrick Lamar and LCD Soundsystem. The festival will be held at Randall Island’s Park and will feature an interactive tech installation called “The Lab”. The festival aims to celebrate New York as “both a capital of entertainment and hub of innovation”.
