Clinique wants to reach Gen Z by tapping into the Spring music festival hype. The beauty brand’s “Protect Your Glow” campaign will kick off later this month to support the launch of their Moisture Surge SPF 28 product, and although they didn’t name drop Coachella, they’re certainly riding the music festival hype train by debuting a “Clinique Hydration House” pop-up in Indio, California. The spot is designed to be a rallying hub for “influencers and festival-goers, boasting a pool party, skincare-themed installations, glow bar, photo opportunities and gifts.” The brand will be bringing in the Gen Z crowd through DJ appearances, (from Coco & Breezy, DJ Tay James, and DJ Brittany Sky), sponsoring the “Day Club Palm Springs pool party series during weekends one and two of Coachella,” as well as hosting “off-campus pool parties in Florida and Arizona meant to attract college-aged consumers.” While YPulse’s Experiences report data shows young people are not that interested in attending branded events, over a quarter are interested in attending a large concert / music festival. (Marketing Dive)
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