Inside Official Coachella Sponsor Sephora's Cool-Off Tent

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It's almost time for this year's explosion of booty shorts, fringe, flower crowns and ironic fanny packs otherwise known as Coachella. Beauty retailer Sephora, it has just been announced, will be an official sponsor of the festival—a first for the brand.

According to Sephora's vp of marketing, Coachella provides a great opportunity to get Sephora branding in front of their key demo: shoppers in their early 20s. The retailer is setting up two on-site venues, one a public space for festival attendees named the Sephora Collection Beauty Studio and the second, a private, backstage prep area named the VIP Artistry Service trailer where musical acts can drop in for touch ups.

The Beauty Studio will be housed in a 40-by-40-foot tent that will offer air conditioning, phone charging, and beauty stations offering free makeup services. Expect it to be jam packed.
· Sephora to Sponsor Coachella Music Festival [WWD, sub req]
· 26 Epic Coachella Events to Catch During Weekend One [Racked LA]