On the heels of Coachella, the next event of festival season is Stagecoach, a country music event in Indio, Calif. Making its debut at the festival is H2O+Beauty which is launching its largest beauty activation to date.The company will offer a respite from the desert heat at the nearby Zenyara resort on April 27-28. “The usual choice would have been Coachella, which is an amazing festival, but what Stagecoach brought was an opportunity to be one of the first beauty brands to activate at Stagecoach,” explained Ally Ng, the brand’s marketing director. “The festivalgoers align with our audience,” she added noting attendees are more than 50 percent female. She also thinks the festival, which is expected to attract at least 75,000 people, will yield exposure to the almost 30-year-old brand that is targeting a new generation of consumers.The H2O+Beauty Oasis will offer a respite from the scorching desert. There will be a hydration station, complete with holster-wearing experts, who will cool attendees off with the Oasis Mist. The experience will also feature freshen-up areas, massages plus a manicure and braid bar. The company teamed up with the Disney Music Group, which will deliver surprise guests for nighttime parties and performances. There will be singer and songwriter events during the day. Headliners set to perform at the festival grounds include Florida Georgia Line, Kacey Musgraves, Keith Urban and Garth Brooks.The desert location dovetails with H2O+Beauty’s hero product, Oasis Hydrating Treatment. Launched in 1991, it was also a maverick in its time. “The landscape was dominated by thick, white cream that were French influenced. Here we are American brand with a bright bold blue color in a gel. It was one of the first water-gel moisturizers on the market.”Although Ng said the goal is to build exposure for the brand and tell the H2O+Beauty story. There will, however, be a pop-up shop for purchases. She said the activation harkens back to the company’s roots in physical stores.H2O+Beauty is currently sold at Ulta Beauty and online. The company has a pipeline of new items to reveal this summer and into next year.
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