NYX Professional Makeup has announced an exclusive Cosmetics Partnership with the 2019 Coachella Valley Music and Arts Festival, taking place two weekends in April -- 12th -14th and 19th - 21st.
At the festival, the digitally-native cosmetics brand will unveil its "Immersive Glitter Trip Experience."
NYX will provide festival-goers access to innovative digital beauty experiences and a "fun-filled paradise," the brand says, complete with WiFi, air conditioning, charging stations and more.
The experience is inspired by the brand's its newest Glitter Goals collection, which includes Liquid Lipstick, Liquid Eyeshadow, Liquid Eyeliner, a Quad Palette and the Pro Palette, shown above.
The Glitter Goals collection will be supported by a full marketing rollout, taking over NYX Professional Makeup's 42 U.S. stores, key retailer support, and influencer partnerships including glitter-focused festival makeup Masterclass videos featuring celebrity makeup artist, Nam Vo.
"We are thrilled to announce our exclusive cosmetics partnership at Coachella," says Yann Joffredo, Global Brand President. "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."
More About the 'Glitter Trip'
Inside NYX Professional Makeup's onsite activation, festival-goers will discover "the ultimate glitter playground," the press release states.
Staying true to the brand's digital-first DNA, attendees will find Instagrammable moments throughout the activation, starting with an interactive beauty bar and touch-up area fully equipped with glitter makeup, a glitter fountain, a massive lip and tongue slide, and much more.
Additionally, NYX Professional Makeup's partnership with celebrity makeup artist, Nam Vo, will provide festival-goers the opportunity to re-create her looks with products and makeup artists on-site. Attendees are encouraged to experiment with the Glitter Goals collection and share their inspirational looks on social media using hashtag #nyxcosmeticscoachella.