Kaia Gerber


Yves Saint Laurent (YSL) is doing its best to eliminate the stereotype of grungy hippies from the Coachella music festival.

The retailer’s YSL Beauty brand offers Coachella attendees a blended shopping experience that includes social media, online retailing, and a brick-and-mortar popup shop. On the YouTube and Instagram social platforms, YSL Beauty makeup ambassador Kaia Gerber and global beauty director Tom Pecheux take a video road trip to the desert, featuring YSL Beauty products.

In the physical realm, YSL Beauty has opened a beauty station and pop-up shop…