Iconic beauty brand Clinique is set to make a bold statement at Coachella with the introduction of its Clinique Hydration House. The brand aims to engage festivalgoers in a unique, immersive experience focused on hydration and skincare. This marks the beginning of Clinique’s summer-long “Protect Your Glow” campaign, designed to emphasize the importance of proper sun care among Gen Z.
Clinique is transforming the Coachella experience with the debut of its Clinique Hydration House, offering festival attendees an oasis to socialize, enjoy product giveaways, and indulge in immersive installations. The event will also feature a pool party with live music from up-and-coming DJs Brittany Sky, Tay James, and duo Coco and Breezy.
In addition to the Hydration House, Clinique will make a splash at Day Club Palm Springs on Day Two of the festival. The desert’s favorite pool party series will extend the hydration-themed celebration and showcase the brand’s latest Moisture Surge franchise launches: The 100H Auto-Replenishing Hydrator and the Broad Spectrum SPF 28 Sheer Hydrator, retailing for $82 and $48, respectively.
“Clinique has always been a multigenerational brand – we’ve all heard the stories of people being introduced to the brand by their mother, their grandmother“, said Beth Guastella, Senior Vice President General Manager, Clinique North America. “We started thinking in particular about young consumers today, and how we can show up where they are in an authentic way“.
The Coachella festivities, taking place during both weekends of the festival, are the first of many events encompassing Clinique‘s “Protect Your Glow” campaign. The campaign will expand beyond the festival grounds to include off-campus pool parties at the University of Florida and the University of Arizona, as well as mobile pop-up trucks in select cities such as New York, Los Angeles, Miami, and Chicago. These events will feature giveaways, informational sessions, and an interactive “affirmation wall“, aimed at helping consumers uplift themselves and each other.
Beth Guastella highlighted the campaign’s objectives, stating, “Our ultimate goal is to have consumers experience Clinique in a different way – to have them stop and take notice and say, ‘Wow, that’s Clinique?’ It’s an opportunity for people to discover – or rediscover – our brand in a whole new way, while empowering them with the knowledge of how to combat daily aggressors that impact their skin“.