Kaia Gerber

TECHNOLOGY

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…