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[update] Fill ‘er Up: YSL Hits Coachella With Makeup Gas Station

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YSL Beauty wants to pump up Coachella festival goers: the brand will sell and promote it goods at a pop-up structure modeled after a mid-century gas station.

According to the Hollywood Reporter, the space—located along Route 111 near Cathedral City, California—will feature “a tour bus, giant lipstick sign, heart-shaped balloons, convertible cars and neon pink gas pumps.”

A makeup vending machine and beauty experts will also be on-site; among the available products are the brand’s new Touche Éclat High Cover Radiant concealer and Rouge Volupté Shine lipstick.

The space will be open April 12 from 3:00 pm-8:00 pm, and April 13-14, 10:00 am-8:00 pm.

Update: During the first weekend of the festival, Tmall threw an exclusive party at the lipstation.

Celebrating the retailer’s Super Brand Day sales event—slated for April 23—the party featured performances by up-and-coming Chinese pop stars including Lexie Liu and Sunnee Yang. During the event, YSL Beauté also announced the exclusive debut of 12 shades of its Rouge Volupté Shine, and eight colors of its Vernis à Lèvres Neon Lights lipstick, on Tmall, giving guests a sneak peek before Super Brand Day.

“It’s the energy of young consumers which drives Tmall and YSL Beauté to rigorously experiment with new ideas. That’s what brought us here together today,” said Liu Bo, general manager of marketing for Tmall. “We’re not only interested in bringing global brands to Chinese consumers, but also working with brands directly to bring innovation and new experiences to the retail space.”

Launched in 2015, Tmall’s Super Brand Day is a marketing tool that brings together resources from across the Alibaba ecosystem to create smaller version of the company’s annual 11.11 mega-sale, focusing on a single brand.