Throw your cutoffs in your suitcase and practice your peace sign: NYX Professional Makeup has announced an exclusive cosmetics sponsorship of the 2019 Coachella Valley Music and Arts Festival.
For both weekends of the festival (April 12-14 and April 19-21, 2019), NYX Professional Makeup’s Glitter Trip experience will offer festival-goers digital beauty experiences and a space complete with wi-fi, air conditioning, charging stations and more.
The activation is inspired by the brand’s Glitter Goals collection, a range which includes a liquid lipstick, liquid eyeshadow, liquid eyeliner, quad palette and pro palette. The line will roll out across NYX’s 42 U.S. stores, with a full marketing roll out including influencer partnerships and key retailer support.
Described by the brand as a “glitter playground” chock full of “Instagrammable moments,” the activation includes an interactive beauty bar and touch-up area—stocked with glitter makeup, a glitter fountain, a lip and tongue slide and more. Additionally, NYX Professional Makeup partner and celebrity makeup artist Nam Vo will give festival-goers the opportunity to re-create her looks with products and makeup artists on-site.
“We are thrilled to announce our exclusive cosmetics partnership at Coachella,” said NYX Professional Makeup global brand president Yann Joffredo. “Our fans have relied on our professional-grade products year after year to create their festival beauty looks. It only made sense to take this one step further and create an immersive festival experience that excites both brand loyalists and new fans alike.”