It’s that time of year again – summer fest season – and more beauty brands are getting in on the action with sponsorships. Sephora is pitching a 40′ by 40′ tent at this year’s Coachella Valley Music and Arts Festival, on April 11-13 and April 18-20 in Indio, California.

The tent is called the Sephora Collection Beauty Studio, and it will serve as a cell phone charging station, in addition to a place to escape the heat.

Of course, there will be an extensive product assortment inside the tent as well, that guests will be encouraged to try – before taking a pic in the digital photo booth and then posting it to the retailer’s new social shopping platform, Beauty Board. (One of Sephora’s Beauty Insiders posted the photo shown to Sephora’s Beauty Board.)

Three live LED screens will also be displayed at the event, featuring all the social sharing inside Sephora’s temporary store – which will be a true “pop-up shop.”

Sephora will also be giving all visitors a free hair tie – a festival necessity. Consumers are encouraged to follow the festivities with the hashtag #SephoraCoachella.

Photo: jessiedee.net via Sephora’s Beauty Board