The Medicube booth at CoachellaMedicubeWhichever musical artist is headlining Coachella always is big news, but as the musical festival has exploded in popularity, what happens beyond the stage is just as buzzy. That’s why Medicube, one of the most popular Korean beauty brands, is doing their largest US consumer activation at Coachella yet, taking place across both weekends, as the official skincare partner. “Ever since joining Medicube, I knew the brand's mission was to become more of a mainstream brand than to continue growing just as a K-beauty brand,” says Joe Cho, Media Relations Team Lead at Medicube. “There were a couple of activations that I wanted to integrate the brand into, but ultimately [the goal] was to bring it to Coachella. Coachella is such a cultural moment, and especially after Covid, people are craving that experiential factor, and they want to be more in person rather than experiencing things online.”The Medicube Mini Booster Pro cleansing headMedicubeDuring Coachella, thanks to Medicube, singing will take place beyond the mainstage, at their booth set up in the general admission area. “For the main activation, we were thinking about how we can integrate our products into Coachella without it feeling too inorganic, or where people are just coming in and trying out products and it feels like another pop-up,” Cho says. “So, we're bringing karaoke into the scene. We’ll have individual karaoke booths set up within our booth and our own main stage, so that area will be more like a karaoke lounge. People will be able to sing and go onstage with their friends and do live karaoke.” They’ll also have a vanity area with an interactive product set up where people can touch up their makeup and take pictures. Over both weekends, Medicube will be gifting at all the glamping spaces within the festival grounds. “For everyone that's sleeping in their cars, we are investing into a spruce up area and we're calling it the Medicube Get Ready With Me space,” Cho says. “Within that space, they'll be able to use our skincare products to do their base before makeup prep and then bring all their products that they want to use to our vanity and to finish up their Coachella looks and get ready for the festival.”The Medicube booth at CoachellaMedicubeMedicube will also be introducing major product launches, including the Medicube Mini Booster Pro, a travel-size version of their popular device that helps skincare products absorb better. “We created a version that's just the booster mode and so we call it the Mini Booster Pro,” Cho says. “The mini just has that one mode to help product penetration. We've come out with two separate attachments to go with the Mini Booster Pro, and that way people are able to achieve a different look and feel from what you can get with the Booster Pro. For example, one of the needs that we've heard from consumers is they wanted something that's a good cleansing device, so we now have a cleansing device attachment that creates a sonic vibration to help with snatching and stimulating your muscles.”The other Mini attachment is the V Roller. The head is V-shaped, with two metal prongs, and in between a current will flow. “Because of the physical shape of the device, that's a technology that we're not able to achieve with the Booster Pro, because it's a single pronged device,” Cho says. The Medicube Mini Booster Pro (right) and v-roller attachmentsMedicubeAnother major launch that will be showcased at Coachella is their Rosemary PDRN Hair Care line, which is being introduced in the US first, even before Korea. “PDRN was widely used for the face, and there's so many different active ingredients that are being paired with it, but not for the hair,” Cho says. “It's not necessarily for the hair itself, but for the scalp, which is part of your skin. We thought we should create a product to cater to that need. All our PDRN is manufactured in-house, which is different from some of the other beauty brands. We've selected PDRN as our hero ingredient, so we've invested into our own R&D facility.” The three-piece line is meant to be used as a system for maximum results. It includes the Medicube Rosemary PDRN Cooling Thickening Shampoo, which clarifies, cools and rebalances while boosting bounce, shine and volume; the Rosemary PDRN Hair and Scalp Conditioner that features an amino acid complex to strengthen strands and smooth; and the Rosemary PDRN Scalp Serum to calm a stressed scalp and set the stage for optimal hair health and growth. The Medicube Rosemary PDRN Hair Care lineMedicubeA few other new products will be showcased at Coachella, including gel facial mists and eye patches. “At Coachella, the main products we're trying to push are the ones that are so easy to use on-the-go,” Cho says. Who doesn’t want hydrated skin while partying and listening to live music in the desert?