by Megan Moyer, corporate marketing manager, as appeared in Inside Beauty for Drug Store News
This April, e.l.f. Beauty will have a significant presence at two large music festivals. “e.l.f. will be the first cosmetics brand to participate in all three weekends of Coachella and
Stagecoach,” stated Patrick O’Keefe, chief integrated marketing officer at e.l.f. Beauty. The company will celebrate the launch of three new Glow Reviver Melting Lip Balms.
Coachella focuses on rock, pop, and electronic music and is held over two weekends, while Stagecoach is a three-day country music event. Coachella is scheduled for April 10-12 and April 17-19; Stagecoach is April 24-26. “e.l.f. is bringing its lippies to life by introducing a glam desert oasis, which will feature custom balm gifting and photo-ready activations, alongside immersive gaming on e.l.f.’s Roblox channel, e.l.f. UP!, and integrations on Beauty Squad, e.l.f.’s mobile app.”
“Our inspiration behind activating at the desert is to surprise and delight our community with moments they weren’t expecting but can’t live without. For the festival weekends, we are creating an immersive world around our new Glow Reviver Melting Lip Balm Drink It Up! Collection, our first shimmery, melting lip balms, available in three different poolside drink-inspired flavors. Our refreshing-as-e.l.f. flavors include Pink Lemonade, Island Colada, and Blue Razz Slushy. With 92% of daily makeup users incorporating lip products into their routines, e.l.f. is doubling down on our strengths: staying at zero distance to our e.l.f.ies and delivering high-performance lip innovation at an incredible value.”
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The Glow Reviver Melting Lip Balm is a best seller and was initially introduced in 2025. The customer favorite contains key ingredients of shea butter, mango butter, cocoa butter, and a hyaluronic acid blend. It is part of the Glow Reviver line, which includes lip oils and lip glimmers. The Glow Reviver balm provides a medium pigment, a high-shine finish, and is flavored and scented.
Collaborations are going to be key in e.l.f.’s music festival activations. O’Keefe shared that Pinterest will be joining them to bring trends to life by turning online inspiration into in-person experiences. A 15-foot Pinterest board wall will showcase festival trend visuals, while e.l.f. glam artists bring the looks to life with eyes, lips, and face touch ups.
e.l.f.-branded cars, provided by Stic, will help attendees reach the e.l.f. community before, during, and after the festival. And e.l.f. will join long-time partner Nylon to host festivalgoers at their after-party, Nylon House, as well as at Neon Carnival — another favorite after-party. O’Keefe said, “e.l.f. will be making the desert more accessible than ever before.”
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Across all three weekends, e.l.f. is inviting 50+ “e.l.f.luencers” to bring their own interpretations of beauty to the desert, through positivity, inclusivity, and accessibility. On the festival grounds, they will share a first-hand account of the “e.l.f.scape” at the Balm Desert experience through social content from inside and around the festival.
“For three straight weekends, the desert will become the center of culture where music, fashion, beauty, identity, and digital collide. We know this is where trends will be born and we’re excited to bring something new and exciting to an expected audience of 330,000 people,” O’Keefe commented.