Underground Beauty: L’Oreal Launches Vending Machines in the NYC Subway

November 4, 2013

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L'oreal Paris Vending Machines

Ever left the house in a rush with the intent to finish your make-up on route to work or an event only to discover you left your go-to lippy or must-have mascara at home? Honestly…the worst ever! Well if you’re a New Yorker, this problem may be the thing of the past. From now until the end of the year, ladies (and some make-up wearing gents) will be able to purchase items from L’Oreal’s “Intelligent Colour Experience” interactive vending machine at the city’s 42nd/Bryant Park subway station. I think it should come as no surprise that this station was chosen due to it’s proximity to both tourists and Fifth Avenue, in addition to being known across the world as the home for Mercedes Benz Fashion Week. Last week Canadian Supermodel Coco Rocha was at the ribbon cutting ceremony to launch the initiative, which could potentially extend into 2014 depending on how well the million dollar project goes.

L'Oreal Paris Vending Machine

How It Works: Simply stand in front of the mirror until digital animations with potential make-up combos appear next to your image, which will offer you products you can purchase on the spot that either “clash” or “match” with your outfit.

Products Available For Purchase: The kiosk will feature a myriad of nail polishes, lip and eye products from the brand’s Color Riche Collection as well as L’oreal’s newly launched Voluminous Buttery mascara with prices between $5.99-$9.99.

Of course this has already been done elsewhere, British luxury retailer Harvey Nichols launched their Beauty Mart machines early in 2013 and both Sephora and Benefit Cosmetics have launched beauty vending machines across the United States with the latter capitalizing on heightened TSA regulations by installing a kisok in J.F.K Airport just last month. Perfect for those in a rush, and who am I kidding – isn’t that everyone these days, Lisa Capparelli, Senior Vice-President of Integrated Marketing Communications for L’Oreal said the digital shopping experience to purchase a customized colour palette takes less than two minutes. That’s no time at all…to be clear, it actually takes me more time to obtain the perfect matte red lip! I’m not sure if I’m the only one thinking this but I would LOVE to see something like this available for fashionista commuters and savvy travelers at the Bloor/Yonge subway station or Pearson International Airport.

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