An activation culturally rooted in Aesop’s ethos that cohesively fits into Coachella, offering festival-goers a refreshing and original experience.
observation
For Millennials and Gen Z, wellness has shifted from a side interest to a central lifestyle pillar.
Unlike older generations’ clinical or preventative view, younger consumers treat wellness as a form of daily infrastructure—shaping how they eat, socialise, and present themselves to the world.
However, even for the wellness-obsessed, certain environments expose critical limitations.
At Coachella, the aspirational wellness lifestyle clashes with festival realities. Dorm-style showers, shared toilets, and haphazard sink setups make self-care a logistical nightmare; this failure creates a clear opportunity to provide accessible, functional wellness experiences where self-care infrastructure is missing.
recent activations: aesop
Aesop historically favours activations that are more a cultural gift than a commercial promotion. The transform spaces into hubs for thoughtful, sensorial, and, often, reusable public engagement.
Aesop Queer Library
In a celebrated temporary installation, Aesop cleared the shelves of its select stores to create pop-up Queer Libraries. The initiative gifted visitors a curated collection of books by LGBTQIA+ authors and allies, championing community and the power of storytelling.
Second Skin at Salone del Mobile
At Salone del Mobile Milano, Aesop presented ‘The Second Skin,’ a sensorial installation that immersed visitors in an exploration of the epidermis. The space was transformed into a tactile environment for reflection, with all materials designed for future reuse in Aesop stores.
coachella (2025)
earned media value
$1.4B
impressions
123M
engagement
93B
Coachella cultivates large-scale, official brand sponsorships that merge immersive marketing with utility. These activations transform product lines into multi-sensory experiences, while also providing essential, real-world services that enhance the festival-goer’s journey.
sol de janiero x coachella
earned media value
$1.27M
impressions
76M
engagement
408K
As Coachella’s first official fragrance sponsor, Sol de Janeiro created ‘Casa Cheirosa,’ a 30×30-foot sensory playground. Festival-goers were invited to journey through six immersive scent zones and interactive layering rituals that brought the Cheirosa Perfume Mist collection to life.
neutrogena x coachella
earned media value
$1.0B
impressions
26M
engagement
–
Neutrogena made its first appearance as Coachella’s exclusive skincare and sun care sponsor in 2023, creating a series of on-site activations for festival-goers. The brand provided sunscreen dispensers across the festival grounds and launched Skin’s Vitals, an initiative designed to showcase real-life skincare experiences.
positioning: aesop as an essential utility for modern self care.
We reposition Aesop from an indulgent luxury to a non-negotiable foundation for the discerning individual. This strategy bridges the critical gap between the aspiration for a curated lifestyle and the messy reality of environments like festivals, travel, and daily life. Aesop becomes the indispensable, high-functioning tool that empowers your wellness repertoire to thrive anywhere.
concept
At Coachella, Aesop creates an oasis in the Valley with outdoor shower stalls, rinse-free sanitising stations, and a fragrance misting booth—all reflecting the brand’s ethos of thoughtful, sensory experiences, allowing festival-goers to refresh, recharge, and reconnect with themselves.
physical installation
teaser camapign
