KC

On Saturday, haircare brand Keratin hosted a pop-up salon at the MTV Music Lodge, a space where reporters conducted interviews with celebrities. Before they were interviewed, celebrities such as Jessika Van had their hair touched up by professionals. The pop-up salon space had decor inspired by a film set. Though the brand had hosted a gifting suite at the festival in 2013, this was the first time it had hosted a pop-up salon.

Keratin also provided branded props for celebrities to use in photos. Modeled on an Instagram post, a prop frame was printed with the activation's hashtag for easy sharing on social media.