L' Oreal Paris has just introduced another beauty breakthrough, the Intelligent Color Experience, an interactive vending machine stationed in a New York City subway stop.
On Wednesday, model Coco Rocha helped the beauty brand debut the innovation at a ribbon-cutting ceremony at NYC's 42nd Street/ Bryant Park subway station, where the machine will help women perfect their beauty looks. The idea isn't new, for both 3FLOZ and Sephora all offer this service in various airports around the country. But L'Oreal's new venture marks the first time that a beauty brand has taken this concept underground. The Bryant Park stop was selected for its proximity to Fifth Avenue and tourist traffic, as well as its history of hosting New York Fashion Week.
Commuters passing through the popular stop beginning now through December 30 can get a slew of beauty products by just pushing a few buttons. The high-tech machine even features a full-length mirror so you can easily do your makeup on-the-go.
According to Fashionista, L'Oreal's process starts by just stepping in front of the mirror. After the machine scans your outfit, it shows digital pictures of its diverse products, which you can buy on the spot after learning whether they "match" or "clash" with what you're wearing. The machine features various eye, lip, and nail items from L'Oréal's Colour Riche collection, as well as their new Voluminous Butterfly mascara.
The Metropolitan Transportation Authority is very happy to see this concept come alive in the subway, "The MTA is very pleased to see a brand like L'Oréal Paris out in front of emerging virtual shopping trends that promise to blur the lines between traditional outdoor advertising, traditional brick and mortar retail and e-tailing," said Jeffrey Rosen, the MTA Director of Real Estate. "The MTA and our advertising contractor, CBS Outdoor, will be watching this program closely to see if it can be replicated and scaled up within the MTA network. As the advertising industry continues to test and demonstrate new ways to reach consumers in high traffic environments, we're happy to facilitate such experimentation within our system."
If the software proves popular, the MTA and L'Oréal may extend the initiative to 2014, and possibly to other subway stops. And judging by how many women apply their makeup while riding the train, the innovation looks promising.
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