YSL Beauté pops up in Palm Springs

today Apr 15, 2019
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Coachella Festival was declared officially open over the weekend, and YSL Beauté marked the event with a Californian desert adventure of its own.

The prestige beauty brand headed to Palm Springs to open the doors to its debut ‘YSL Beauty Station,' an immersive pop-up experience inspired by musical fantasies and road trips.

The boutique, which took the form of a luxury old-fashioned gas station on Highway 111 in Cathedral City, featured a ‘Rouge Volupte Shine' towering-high lipstick sign, a fleet of open-topped cars and a tour bus, as well as pink gas pumps, a makeup vending machine and a virtual mirror letting shoppers test out more than 50 shades of lipstick.

Visitors could also explore campaigns starring the brand's makeup ambassador, supermodel Kaia Gerber, as well as recreate two beauty looks created by its Global Beauty Director Tom Pecheux.

YSL is getting a taste for pop-up beauty events; the move follows the launch of the label's two-day pop-up dubbed ‘YSL Beauty Hotel' in New York's SoHo neighborhood last September. But the brand wasn't the only one to take a road trip into the desert over the weekend -- NYX Professional Makeup set up shop at the Coachella Valley Music and Arts Festival, with an interactive glitter-themed pop-up experience.


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