Sephora is no stranger to omnichannel retail launches, and this time the brand is taking tech to the Coachella Valley Music and Arts Festival. The retailer will construct two pop-up shops on site, which will feature makeover stations, cell phone chargers a digital photo booth and more complimentary amenities for festival-goers and celebrity guests.
One of the venues will be displayed on site as "The Sephora Collection Beauty Studio," and will be held in a 40 sq. ft. tent both weekends of the festival, April 11-13 and April 18-20.
Nine beauty stations will be staffed by members of Sephora Pro and Sephora Collection artists who will offer free beauty services. Once guests have their makeup refreshed, they can take a photo in Sephora's digital photo booth and upload it on all of Sephora's social platforms, including Facebook (NASDAQ:FB), Twitter, Tumblr and Instagram, or Sephora's new Beauty Board platform. Three live LED screens will display all social sharing inside the massive tent.
A second Sephora venue will be backstage for exclusive access to celebrities and guests. This "VIP Artistry Service" trailer will be staffed by Sephora Pro artists who will offer makeup touch-ups for performers.
Sephora is the exclusive beauty sponsor of the Coachella Festival. It's a huge opportunity for the retailer to reach tech-savvy and trendy millennials. Last year, the festival's producer, Goldenvoice, said 90,000 people bought three-day passes to each of the two weekends of the festival.
The tech-heavy pop up shop comes on the heels of the launch of Beauty Board, the retailer's own social media platform. Beauty Board lives on sephora.com for desktop and in the already-existing Sephora app for mobile. The platform allows users to upload photos of their own makeup or hairstyle, add a caption and tag the beauty products used so other viewers can shop the exact products used to create the look.
Sephora launching its own social media website
Take it from Sephora, social shopping should be a priority
Sephora: We want customers 'showrooming' in our stores
Sephora realizes 150 percent growth in mobile
Sephora names former Sears Canada CEO as new chief executive