# Complimentary Festival Makeovers The 2017 Sephora Coachella Activation Offered Various Services By Rebecca Byers | Published 2017-06-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sephora-coachella References: [coachella](https://www.coachella.com/beauty-together-with-sephora/) & [desertsun](http://www.desertsun.com/story/life/entertainment/music/coachella/2017/04/15/5-cool-new-things-coachella-festival/305186001/) The 2017 [Sephora](https://www.trendhunter.com/trends/seoul-in-the-city) [Coachella](https://www.trendhunter.com/trends/dream-in-the-desert) pop-up was an immersive beauty experience offering attendees of the Palm Springs-based music festival various complimentary services. The perfect brand activation especially given the desert heat for which the festival is known, the Sephora Coachella activation included a makeup bar offering touchups, a braid bar, a [multi-sensory experience](https://www.trendhunter.com/trends/dubai-airport-popup) and a relaxing face mask bar. The massive Sephora Coachella tent is an ideal opportunity for the beauty retailer to embed themselves into the festival experience in a way that delights consumers and places the brand as a catalyst in the attendees pursuit of maintaining their ideal festival look. In addition to optics, the pop-up at Coachella 2017 allowed Sephora to better integrate itself into a lifestyle space important to much of its customer base. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 78% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Immersive Beauty Experiences:** Interactive beauty experiences that offer complimentary services enhance brand activation and consumer engagement. - **Festival Activation Opportunities:** Creating pop-up tents and activations at festivals provides brands with the chance to connect with consumers and align with their interests and environment. - **Integration Into Lifestyle Spaces:** By embedding themselves into lifestyle spaces that are important to their customer base, brands can strengthen their connection and relevance to consumers. ### Where This Applies - **Beauty Retail:** The beauty retail industry can offer immersive beauty experiences and pop-up activations at festivals to enhance consumer engagement and brand integration. - **Event Planning and Activation:** The event planning and activation industry can create immersive experiences and pop-up tents for brands to showcase their products and services at festivals. - **Lifestyle Brands:** Lifestyle brands can explore opportunities to align themselves with festivals and create activations that resonate with their target audience. ## Related on Trend Hunter - [Immersive Festival Haircare Activations](https://www.trendhunter.com/trends/dream-in-the-desert.md) - [Self-Care Festival Activations](https://www.trendhunter.com/trends/remix-your-selfcare.md) - [Modern Festival Activations](https://www.trendhunter.com/trends/coachella-experience.md) - [Immersive Multi-Brand Beauty Pop-Ups](https://www.trendhunter.com/trends/seoul-in-the-city.md) - [Beautifying Pre-Concert Pop-Ups](https://www.trendhunter.com/trends/break-in-case-of-glamergency.md) - [Express Beauty Festival Activations](https://www.trendhunter.com/trends/impress-no-glue.md) - [Laser Facial SoHo Pop-Ups](https://www.trendhunter.com/trends/sev-laser.md) - [Immersive Aperitivo Partnerships](https://www.trendhunter.com/trends/official-spritz-partner.md) - [Drugstore Beauty Pop-Ups](https://www.trendhunter.com/trends/physicians-formulas-glambulance.md)