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The brand is celebrating its new Epic Ink Liner Glitz, a metallic liquid eyeliner available in six new denim-inspired shades, at the iconic music festival.
April 17, 2025
By: Lianna Albrizio
NYX Professional Makeup is drawing the line on festival wait lines (and the one on eyes!) with its new Epic Lines campaign at Coachella.
The cosmetics brand is trumpeting the success of its new Epic Ink Liner Glitz – a metallic liquid eyeliner available in six new denim-inspired shades – at the year’s biggest music party in the California desert.
Heading into weekend two of the music festival, NYX is activating billboards between LA and Indio in addition to a partnership with Lyft to make festival rideshare “epic.” This weekend, a branded Lyft Glitz fleet with cars will run in Coachella Valley and LA. Lucky consumers will experience a “NYXified” Lyft that will include Epic Ink Liner Glitz product sampling and specialized NYX Professional Makeup branding.
Five-dollar-off codes will be spontaneously distributed during the festival weekends, geotargeted to the Coachella Valley and SoFi areas, as a surprise for fatigued festival goers waiting in long lines.
The promotion will be available during Coachella (April 9-21), Stagecoach (April 22-27) and the Beyonce Tour at SoFi stadium (April 28- May 9).
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