NYX Professional Makeup partners with Coachella

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NYX Professional Makeup partners with Coachella

03/11/2019
Beauty brands will be descending upon the 2019 Coachella Valley Music and Arts Festival.

On the heels of Pantene announcing that it will be a hair care partner of the music festival, NYX Professional Makeup also has revealed that it will provide attendees on both weekends — April 12 to 14 and 19 to 21 — an innovative experience.

Complete with Wi-Fi, air conditioning, charging stations and more, the brand’s onsite activation is inspired by its new Glitter Goals collection, which includes lipstick, liquid eyeshadow, eyeliner and palettes.

"We are thrilled to announce our exclusive cosmetics partnership at Coachella," Yann Joffredo, global brand president, said. "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."

Featured through the installation at Coachella, visitors will find Instagrammable moments, an interactive beauty bar and touch-up area that’s equipped with glitter makeup, a glitter fountain, lip and tongue slide, and more, the company said.

In addition, NYX has partnered with celebrity makeup artist Nam Vo to provide festivalgoers with the opportunity to recreate their looks with products and makeup artists who will be on-site.

Beauty enthusiasts across the nation will have access to tutorials and products from Nam Vo’s Coachella-created beauty looks at NYX Professional Makeup retail stores, on its Masterclass platform, and at such retail partners as Ulta Beauty, Target, Walmart, CVS Pharmacy and Walgreens.

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