Coachella is renowned for the host of luxe brand experiences it attracts to the desert each year. The kind that take place at posh mansions and sprawling estates, draw scores of influencers and A-list celebrities and create a near-impossible level of FOMO. But Stagecoach Festival, which takes place just one week later in Indio, CA, has traditionally held a reputation as Coachella’s unrefined relative—until H2O+ Beauty rolled into town. Taking advantage of the festival’s untapped resource (lavish, off-site events), the brand took over the Zenyara estate April 27-28 with the H2O+ Beauty Oasis—a luxurious, hydration-themed experience featuring spa treatments, performances from Disney Music Group acts and that ever-coveted open bar.
During the day, beauty influencers and celebrities were pampered with beauty treatments featuring H2O+ Beauty products. Among them: a sunscreen application station where attendees could avoid getting burned in the 100-plus degree temperatures, a manicure station, body butter massages and a hair braiding bar.
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The tastemakers could also enjoy a lavish brunch, sip complimentary cocktails and engage with partner brands like FabFitFun, which gave away Stagecoach “survival kits. In addition, they could catch the CMA Songwriter Panel during the day featuring performances from country music stars like Kelsea Ballerini and Lillie Mae.
At night, H2O+ Beauty shook up the format, creating a nightlife vibe with neon lighting, handing out gift bags brimming with samples and inviting consumers to join in the festivities to extend the reach of its first-ever Stagecoach activation. The highlight of the nighttime event was a series of live performances by top Disney Music Group acts, including CB30, Temecula Road, Delta Rae, Walker Hayes and Carly Pearce, which attendees could experience while taking in the picturesque beachfront backdrop and enjoying various bites and the open bar.
“With the way the world is moving online, we had to close stores, so activating in person is our only chance to own every piece of the experience,” says Alexandra Holmes Lemiux, senior marketing manager at H2O+ Beauty. “We want to do this all year and create something people will share on social media. It’s a great opportunity for people to touch and feel our products and interact with us.” Agencies: Contemporary Productions, St. Louis (activation); Brand Element Group, West Hollywood, CA (p.r.).