Dr. Idriss is going to Coachella — and its yet-to-launch SPF is coming, too.
The skin care brand founded by Dr. Shereene Idriss has signed on as the official skin care sponsor for the Avalon Hotel and Ingleside Estate in Palm Springs for both weekends of the music festival, which kicks off Friday.
As part of the activation, the brand will host room drops for guests of both residences; on-site facial scan assessments with EveLab Insight for personalized care, and a Sun Rescue Gifting Suite featuring its lineup of existing facial skin care offerings, plus lab samples of its forthcoming SPF launch.
“We’re serious about skin, but we don’t take ourselves too seriously,” said Idriss, who runs a namesake dermatology practice out of New York and has more than 1.2 million followers on TikTok, dubbed the “nerd” community. “Coachella felt like the perfect playground to show that effective skin care can also be fun.”
Creative for Dr. Idriss’ SPF-centric activation in Palm Springs for Coachella.
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The Coachella foray marks the latest in a string of activations by the 2022-founded brand, which has hosted recent events with Idriss at Sephora’s Meatpacking and Flatiron locations in New York, and recently teamed with Greenpoint-based Lebanese grocery store, Edy’s Grocer, to inaugurate the launch of its Barrier Baste Lip Basting Duo, $44.
“We have a very engaged ‘nerd’ community that comes to Shereene and the brand for skin-specific content — now is the time to generate new visibility, and that’s where these unexpected partnerships are coming up,” said Ariel Gold, brand president of Dr. Idriss, adding the brand will next join forces with East Village-based Librae Bakery.
Idriss at her eponymous practice in New York.
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The brand’s SPF will debut this summer, joining the existing Dr. Idriss lineup which ranges in price from $24 for its individual Lip Baste and Lip Peel products to $68 for its hero Major Fade Hyper Serum.
“SPF is something we’ve always had in the pipeline — it’s so core to dermatology and Shereene’s own philosophy as well,” said Gold, adding that the upcoming formula “plays well with the existing assortment from an ingredient and efficacy perspective, but also has a finish and an experiential quality that will touch a broad consumer base.”