31 October 2013

L’Oréal Vending Machine Offers Beauty Consultations To NYC Subway Commuters

Beauty company L’Oréal recently set up a vending machine at the 42nd Street-Bryant Park subway station in New York City offering beauty consultations to commuters.

The Intelligent Color Experience vending machine comes with screens and a full-length mirror that uses cameras and sensors to suggest L’Oréal products. Customers are presented with a digital animation of their silhouette and asked if they want cosmetics that “match” or “clash.”

If they like the look, the machine recommends cosmetics for them to purchase on the spot. If they decide not to buy anything, they can choose to email the look to themselves.

Marc Speichart, Chief Marketing Officer of L’Oréal USA said, “It marks the latest ‘stop’ in our unparalleled quest to combine the latest in technology with the highest in quality to help every woman embrace her unique beauty.”

The vending machine is similar to the Uniqlo subway pop-up store in Union Square, and these mobile stores represent efforts by companies to provide new interactive shopping experiences to customers.

L’Oréal teamed up with digital agency R/GA to create it, and the machine is part of a partnership between the agency and CBS Outdoor. The venture was also supported by the Metropolitan Transportation Authority.

The Intelligent Color Experience machine officially launches on 4 November and will remain open til 30 December.

[via PSFK, images via L’Oréal Paris Intelligent Color Experience]