Kiehl’s made history at this year’s Governors Ball as the first-ever beauty brand to sponsor a stage – a bold, category-first move that blended cultural relevance with measurable impact. The activation served as a blueprint for how beauty brands can authentically show up in lifestyle and entertainment spaces, driving ROI across visibility, engagement, and consumer interaction.
More than just a presence, Kiehl’s proved its strategy to meet consumers where they are, through high-touch real-world experiences amplified by digital storytelling and cultural insight. The result – strengthened brand equity, lasting buzz around its Better Screen UV Serum, and standout performance at one of Gen Z’s most influential events.
Over the course of the festival, Kiehl’s saw a very successful performance, securing the #2 spot in brand mentions out of 22 total sponsors—surpassing legacy brands like Coca-Cola and Dunkin’. The brand generated more than 2.3 million organic video views across platforms and achieved a 41% increase in net new followers week-over-week. Overall impressions soared to over 610,000, marking a 156% week-over-week increase, while engagement rose by 99% to 14,000+, resulting in an average engagement rate of 1.93%—a 20% improvement. Notably, all tracked mentions and comments reflected zero negative sentiment.
On the ground, the brand’s immersive SPF Remix Booth served as a high-touch, high-volume anchor experience for festivalgoers. Within the activation, the team distributed 10,200 Better Screen UV Serum samples, completed 422 Derma-Reader skin analysis scans, and handed out more than 3,000 branded pouches. The booth reached an estimated 150,000 attendees and generated over 3,000 direct consumer interactions through engaging, experiential moments.
The booth’s creative execution, centered around the new Better Screen UV Serum, was built to drive both product trial and education. Festivalgoers engaged with features including a nostalgic cassette tape photo wall, on-site misting stations, and facial jewel applications, designed to create high shareability and dwell time, while reinforcing the product’s “protect + correct” positioning.
Pre-festival activations extended reach beyond the venue. Kiehl’s “Double Take” teaser campaign deployed highly visual street marketing, including twin DJs on a double Vespa, SPF-themed silent discos, and in-person giveaways to generate buzz in key NYC neighborhoods. This created a halo effect, boosting digital anticipation and real-time fan engagement, ultimately resulting in 1.7 million TikTok views and 24.7K profile views, along with 530K Instagram views, 27.6K in reach, and over 10,000 engagements.
All social reach was achieved organically, underscoring the strength of creative and audience resonance without paid amplification.
Images courtesy of ABMC
