L’Oréal partnered with Glamour magazine to kick off a unique campaign during NYC Fashion Week. 50 Manhattan cabs showed a special video on the in-taxi screen where passengers could watch Glamour fashion development director, Susan Cernek, introduce Lancome and Yves Saint Laurent beauty products. If the viewer was interested in purchasing a product, he or she simply had to swipe a smartphone over the ‘Shop The Look’ icon.
In order for it to work, users have to download Glamour’s Friends & Fans app beforehand and have that open. If the user is unable to download the app, he or she can simply snap a photo of the icon tag and text it to a special number instead.