NYX partners with Coachella to promote new Glitter Goals collection
NYX Professional Makeup has entered into an exclusive cosmetics sponsorship with the Coachella music festival for 2019, centered on the cosmetics company's new Glitter Goals collection.
As part of the partnership, NYX will set up a glitter-drenched on-site activation during both weekends of the music and arts festival, scheduled from April 12 through 14 and April 19 through 21.
Entitled NYX Professional Makeup's Glitter Trip, the activation will offer festival-goers access to digital and "Instagrammable" beauty experiences, like an interactive beauty bar and a glitter fountain and a touch-up area full of glitter makeup, as well as WiFi and charging stations for those who want to share their looks on social media right away.
The festival partnership serves as a big-name boost to the full market rollout of the Glitter Goals collection, which includes products like liquid lipstick, liquid eyeshadow, liquid eyeliner, a quad palette and a pro palette.
On top of being featured at Coachella, the collection is also set to take over NYX's 42 U.S. stores, be featured by key retailers, and be promoted through the company's influencer partnerships, including a series of festival-themed makeup Masterclass videos with celebrity makeup artist, Nam Vo.
To further tie together the Glitter Goals campaign, NYX and Vo will also provide festival-goers the tools to re-create her looks with products and makeup artists on-site at Coachella.
Those who aren't able to make the festival will be able to gain access to products from Vo's Coachella beauty looks at NYX Professional Makeup retail stores, on the NYX Professional Makeup Masterclass platform and through retailers like Ulta, Target, Walmart, CVS and Walgreens.
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