Yves Saint Laurent Beauté is preparing to open its new desert pop-up over Coachella weekend.
Set the kick off on 12 April, for three days, the petrol station-style space invites customers to touch and experience the brand’s new and bestselling launches.
This will include its new Touche Éclat High Cover Radiant Concealer and Rouge Volupté Shine lipstick.
Located on the highway route to the festival, this is the first time the brand has launched a retail space to mark the event. The annual music festival invites the best in the business to perform for its 126,000 capacity attendees.
This year, L’Oréal-owned NYX landed the official cosmetics sponsor for the event and will provide festival-goers with wifi, air conditioning and phone charging stations.
The luxury French brand is no stranger to festival appearance, last year it launched a brow drive-thru for Glastonbury festival, complete with plucking a primping services for the five day event.
For eight years the brand has taken part in the summer festival season having appeared at the likes of Bestival and On Blackheath.
