The beauty company’s subway installation recommends cosmetics that people can buy on the spot.
Beauty company L’Oréal launched a vending machine installation at the 42nd Street-Bryant Park subway station in New York City.
The Intelligent Color Experience vending machine has screens and a full-length mirror that uses cameras and sensors to suggest L’Oreal products to passersby. The machine presents customers with a digital animation of their silhouette and the colors they’re wearing, and asks if they want cosmetics that “match” or “clash.”
The machine also tells customers that if they “Love the look? Make it yours” and gives suggestions on cosmetics which the customers can buy via the machine. If they decide not to get any of the product, they can opt to email the look to themselves. The other side of the vending machine features a screen with posts and photos from beauty bloggers.
According to Marc Speichart, Chief Marketing Officer of L’Oréal USA, the beauty giant is proud to continue to lead the pack when it comes to bringing customized and convenient ways to shop, especially in a place that customers least expect.
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 installation is similar to the subway popup shop that Uniqlo recently installed at the Union Square station, as well as Kate Spade’s 24-hour shoppable windows that lets customers window shop and buy the goods on the spot. These popup shops and machines offer shoppers a new experience via interactive shops outside of traditional stores.
The L’Oreal vending machine was created with digital agency R/GA and is part of a partnership between the agency and CBS Outdoor. The project was also made possible with the Metropolitan Transportation Authority.
The Intelligent Color Experience machine officially launches on November 4th and will be open through December 30th.