L’Oréal-owned Kiehl’s ‘first-ever’ beauty brand to sponsor a stage at Governors Ball

By Alessandro Carrara | Published: 23-May-2025
Skin Care Retail Marketing

The Kiehl’s SPF Remix Booth at the music festival will promote the brand’s Better Screen UV Serum

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L’Oréal-owned skin care brand Kiehl’s has claimed it is the first beauty brand to sponsor a stage at the Governors Ball Music Festival in New York. 

The festival takes place between 6 June and 8 June at Flushing Meadows Corona Park in Queens, and will see the brand host a consumer-first activation centred around SPF. 

The Kiehl’s SPF Remix Booth will also promote the brand’s Better Screen UV Serum, which is said to provide both protection and correction to skin. 

Inspired by music, the pop-up space will feature a cassette tape photo backdrop, a misting station, a facial jewel application station and free derma-reader skin scans. 

It serves as an “incredibly proud moment” for the brand, John Reed, Kiehl’s General Manager, told Cosmetics Business.

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