04.22.24
For Neutrogena, there’s no better place to educate consumers on the importance of sunscreen use than in the middle of the desert, and during the most anticipated, highly attended music festival of the year: Coachella.
On the opening weekend of the Coachella Valley Music and Arts Festival on April 13, Neutrogena's Boost Bus rolled up to the festival's annual location in the Palm Desert in Indio, CA to serve as the music festival’s official sun care sponsor.
With Melanoma Awareness Month in May, Neutrogena set out to prove why SPF is consumers’ #NeuBFF by showing up where sun protection is needed most, per marketers. At
the sunbaked venue, the brand offered sun care advice and free sunscreen to concertgoers.
Neutrogena partnered with influencer Haley Kalil, Neutrogena Network dermatologist, and lifestyle influencers to drill the message of sun protection home.
Sunscreen stations stocked with Neutrogena Beach Defense SPF 50 were available throughout the festival grounds to ensure guests stayed protected from the desert sun’s harmful rays while enjoying the outdoor concert acts.
Activation visitors included celebrities Olivia Culpo, Nina Dobrev and Inanna Sarkis. The Neutrogena Boost Bus, which was stationed at select locations and retailers from Los Angeles to Palm Springs, afforded consumers the opportunity to check their skin’s health with the brand’s Skin360 app. They also consulted with a SkinU scientist about ways to improve their skin’s health and took home sun care products and other giveaways.