INDIO, Calif. — Neutrogena delivered an immersive Coachella Weekend 1 experience for media, influencers, and VIP talent to amplify its role as the official sun care sponsor of the festival and generate excitement around the Ultra Sheer line through the platform Feel the Music, Not Your Sunscreen. Altogether, Neutrogena hosted a total of 54 talent and media and their plus ones (102 total guests) with a combined reach of [223.4M+] across TikTok and Instagram. The weekend blended music, beauty, and wellness with curated brand moments that reinforced Ultra Sheer’s weightless protection, showcased other hero SKUs, and fostered meaningful relationships to drive organic content across social and product trial.
Additionally, this year, Neutrogena is providing around 200+ gallons of Ultra Sheer SPF across Weekends 1 and 2 of Coachella, and for the first time ever, Stagecoach Music Festival. The first weekend’s heat was no joke, with temperatures rising to the 100s.
Neutrogena is nearly doubling the yearly sunscreen contribution from past sponsorship years. To engage with consumers directly, the brand doled out beloved sun care products across 9 stations and within Safari Residences, encouraging skin protection under the intense desert sun amongst a crowd of an estimated 125,000 festival goers. In 2025, the brand will increase on-the-ground activations by 25%, providing more sunscreen than ever to advocate for daily sunscreen and raise awareness surrounding sun protection.
Key Activations W1 + Insights:
• Welcome Event – The Sun Saloon at the iconic O’Donnell House in Palm Springs, with a custom hat station, photo moments, and a live performance by TikTok sensation Alaina Castillo for all guests to kick-off the weekend.
• Coachella Sunscreen Stations – Neutrogena provided free Ultra Sheer sunscreen to all guests of the festival, along with the campgrounds, shower trailers, safari yurts, and community areas. They will be doing the same for Weekend 2, and Stagecoach.
• Glam Suite Activation (Friday–Sunday) offered guests 1:1 appointments with make-up artists to glam them up before the events each day, highlighting Neutrogena makeup.
• Sunday Pool Party Hangout designed to spotlight Ultra Sheer’s invisible protection and close out the weekend with another branded touchpoint for earned social coverage.
