Move over Revolve Fest— A New Coachella Crew is in Town
Brands are going above and beyond for Coachella, challenging fashion brand Revolve
Story: Stella Ringblom
Every April, Instagram feeds are flooded with scenes from Coachella. The influencer content is especially prevalent given that attending flashy brand-sponsored events has become just as integral a part of Coachella as the performances itself. Each year, brands up the ante (and the marketing budget) to squeeze as much brand visibility out of the music festival as possible.
While Revolve Festival has previously been labeled as “the place to be” during Coachella weekend, considering they pack their parties with celebrities and partnerships, with the growing competitors, the odds of new brands taking over Coachella seem high. Its large-scale influencer marketing strategy has now been replicated many times, giving rise to a growing set of competitors for the title of King of Coachella.
Brands such as Poppi, Tarte, Supergoop!, and Kopari hosted their own influencer-driven events. Various brands like Levi’s and Nike that have partnered with Revolve Festival in the past have splintered off to do their own thing, hosting content creators themselves in brand-themed houses.
@koparibeauty
Beauty brand Tarte provided a group of influencers with a house filled with Tarte goodies and apparel. Naturally, every inch of the house was covered in Tarte logos. Influencers invited included Audrey Trullinger, Paulina Galindo, and Lauren Wolfe. In one video created by Lauren Wolfe, she showed off the glamorous house, including Tarte’s own personal glam and liquid IV stations: “things in the Tarte Coachella house that just make sense.”
@tartecosmetics
“Glowtel,” was the name given to the content house hosted by sunscreen brand Supergoop. Actress Cierra Ramirez was one of the people promoting the event. The company based the event on their best-selling “glowscreen.” In addition to a heavily decorated house, the event also included a gift suite replicating the aisles of Sephora, as it was in collaboration with the beauty retailer. The gift suite was filled with Supergoop items and everyone’s favorite skincare and makeup products from a range of brands.
@supergoop
TikTok labeled skincare brand Kopari’s event a “summer oasis,” as they decorated their Coachella house to resemble a beach resort. Sol de Janeiro had a similar tropical setup; they branded everything from pool floats to surfboards and created life-size cutouts of their new body spray sunscreen, which filled every table at the event.
Although most brands pack their Coachella homes with several creators, prebiotic soda brand Poppi chose a different approach. Instead of inviting a slew of guests, they focused on influencer Alix Earle.
This brings us to perhaps the most successful brand rollout of this year’s Coachella– Poppi’s “CoachEARLEa,” named after Alix Earle herself. Poppi planned the perfect weekend for Alix and her guests, including makeup artist Patrick Ta, her little sister Ashtin Earle, and her best friend, Kristin Konefal.
@drinkpoppi
The group started the weekend off with a private flight to Palm Springs, where they were welcomed into a Poppi-decorated house, only a golf cart ride away from the Coachella festival. At every turn, Poppi was promoted. The house was filled with Poppi drinks, logo pillows, pool floaties, and even Poppi branded chicken noodle soup at Earles bedside, a hangover her hack she often shares with her followers. It was impossible to take a picture without the brand appearing in the background. With Earle’s mega-following of 6.6 million TikTok and 3.5 million Instagram followers— this weekend her audience was not only following around her, they were also following Poppi.
To state the obvious, Coachella is one of the best weekends to promote a brand. It’s a fact Revolve knew way back when festival princess Vanessa Hudgens was still flocking to Indio, California. Now, other brands have caught up.
Critics argue that the Coachella trend is “dying”, however, with brands elevating their marketing strategies and inviting growing influencers, such as Alix Earle, it doesn’t seem as if the festival is going anywhere anytime soon.
While Revolve Festival has previously been labeled as “the place to be” during Coachella weekend, considering they pack their parties with celebrities and partnerships, with the growing competitors, the odds of new brands taking over Coachella seem high. Its large-scale influencer marketing strategy has now been replicated many times, giving rise to a growing set of competitors for the title of King of Coachella.
Brands such as Poppi, Tarte, Supergoop!, and Kopari hosted their own influencer-driven events. Various brands like Levi’s and Nike that have partnered with Revolve Festival in the past have splintered off to do their own thing, hosting content creators themselves in brand-themed houses.
@koparibeauty
Beauty brand Tarte provided a group of influencers with a house filled with Tarte goodies and apparel. Naturally, every inch of the house was covered in Tarte logos. Influencers invited included Audrey Trullinger, Paulina Galindo, and Lauren Wolfe. In one video created by Lauren Wolfe, she showed off the glamorous house, including Tarte’s own personal glam and liquid IV stations: “things in the Tarte Coachella house that just make sense.”
@tartecosmetics
“Glowtel,” was the name given to the content house hosted by sunscreen brand Supergoop. Actress Cierra Ramirez was one of the people promoting the event. The company based the event on their best-selling “glowscreen.” In addition to a heavily decorated house, the event also included a gift suite replicating the aisles of Sephora, as it was in collaboration with the beauty retailer. The gift suite was filled with Supergoop items and everyone’s favorite skincare and makeup products from a range of brands.
@supergoop
TikTok labeled skincare brand Kopari’s event a “summer oasis,” as they decorated their Coachella house to resemble a beach resort. Sol de Janeiro had a similar tropical setup; they branded everything from pool floats to surfboards and created life-size cutouts of their new body spray sunscreen, which filled every table at the event.
Although most brands pack their Coachella homes with several creators, prebiotic soda brand Poppi chose a different approach. Instead of inviting a slew of guests, they focused on influencer Alix Earle.
This brings us to perhaps the most successful brand rollout of this year’s Coachella– Poppi’s “CoachEARLEa,” named after Alix Earle herself. Poppi planned the perfect weekend for Alix and her guests, including makeup artist Patrick Ta, her little sister Ashtin Earle, and her best friend, Kristin Konefal.
@drinkpoppi
The group started the weekend off with a private flight to Palm Springs, where they were welcomed into a Poppi-decorated house, only a golf cart ride away from the Coachella festival. At every turn, Poppi was promoted. The house was filled with Poppi drinks, logo pillows, pool floaties, and even Poppi branded chicken noodle soup at Earles bedside, a hangover her hack she often shares with her followers. It was impossible to take a picture without the brand appearing in the background. With Earle’s mega-following of 6.6 million TikTok and 3.5 million Instagram followers— this weekend her audience was not only following around her, they were also following Poppi.
To state the obvious, Coachella is one of the best weekends to promote a brand. It’s a fact Revolve knew way back when festival princess Vanessa Hudgens was still flocking to Indio, California. Now, other brands have caught up.
Critics argue that the Coachella trend is “dying”, however, with brands elevating their marketing strategies and inviting growing influencers, such as Alix Earle, it doesn’t seem as if the festival is going anywhere anytime soon.