Yves Saint Laurent Opens Shop in Cathedral City

CATHEDRAL CITY – It is no coincidence that on the first weekend of Coachella, Yves Saint Laurent has opened a pop-up store against the sun-soaked California desert, where music lovers come to play.

A dusty road, lined by palm trees; a mid-century gas station appears in a distant heat haze.

For the first time in 2019, YSL Beauté pushes the boundaries with a fantastical custom creation beauty adventure like no other.

“It’s just, like, for fun,” said Ann D’Ovidio, the event’s producer.

First stop, driving through Cathedral City on Highway 111, pull up to the forecourt of the YSL Beauty Station. A towering-high lipstick sign, open-topped cars and tour bus awaits, beside shocking pink gas pumps. There is also a field of black heart-shaped balloons in reference to the asymmetric black balm heart of the new Volupte Plump-in-Colour, a multi-tasking lip balm that gently plumps the lips.

The area has been filled with models, photo shoots and scores of social media influencers for two days.

Behind the YSL Beauty Station, you may step into the Pop-up Store to experience the brand’s new and best-selling makeup essentials while discovering the campaigns of the new Global Makeup Ambassador Kaia Gerber, daughter of Cindy Crawford and Randy Gerber.

For the fashionistas, you will find four areas dedicated to:

• TOUCHE ECLAT RADIANT TOUCH, the iconic pen and TOUCHE ECLAT HIGH COVER, the new natural-looking high cover concealer
• ROUGE VOLUPTE SHINE, the legendary moisturizing lipstick and VOLUPTE PLUMP-IN-COLOUR, a new lipstick with a rock and subversive black balm heart that makes your lips feel plumper
• MAKE IT YOURS an exclusive opportunity to customize your favorite YSL lipstick
• Tom Pecheux Palm Springs Makeup Looks

Above and beyond products, visitors will experience unique interactive moments such as an exclusive makeup vending machine, a virtual mirror to instantly try on over 50 shades, all while discovering two rocking-looks by Global Beauty Director Tom Pecheux:

Look 1 “Watch Me Glow”, ROUGE VOLUPTE SHINE, TOUCHE ECLAT and TOUCHE ECLAT SHIMMER STICK meet dazzling SEQUIN CRUSH eye shadows, combined for the ultimate radiant glow.

Look 2 “Feel My Beat”, as ALL HOURS FOUNDATION and MASCARA VOLUME EFFET FAUX CILS star alongside ROUGE PUR COUTURE THE SLIM for irresistible matte perfection, achieving the perfect makeup for the night.

This is a chance to get your glam on then head to Coachella.

Pop-up store times are:

• April 12: 3 p.m. to 8 p.m.
• April 13: 10 a.m. to 8 p.m.
• April 14: 10 a.m. to 8 p.m.

Venice-based HK Corporations spent $600 for a Special Use Permit to set up the Yves Saint Laurent Lipstick Station during one weekend of Coachella, April 11-14. The musical event draws thousands of people, many of whom are expected to visit Cathedral City.

Rich Bokides, an independent location manager, scouted the location for the Yves Saint Laurent Lipstick Station.

The Lipstick Station is located on land near the corner of East Palm Canyon Drive and Allen Avenue. The structure resemble a mid-century gas station will be used to sell and promote Yves Saint Laurent cosmetics.

Los Angeles-based Innovative Advantage Security is overseeing security for the duration of the Pop-Up