NEW YORK — Riding the subway just got beautiful thanks to L’Oréal Paris as the beauty brand will launch on Nov. 4 the first ever intelligent vending experience in the New York City subway system.
Stationed within the Bryant Park subway station through Dec. 30, the L’Oréal Paris Intelligent Color Experience works as a three-step process. It first detects the colors in a woman’s outfit and picks out the most prominent and related color palettes, then recommends L’Oréal Paris products to match and lastly allows women to quickly and easily purchase those products on the spot.
“We are proud to continue L’Oréal Paris’ digital leadership by being the first brand to bring women a highly customized and convenient way to shop beauty in a place they would least expect it — the New York City subway,” stated Marc Speichert, chief marketing officer of L’Oréal USA. “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.”
Developed by digital agency R/GA, the L’Oréal Paris Intelligent Color Experience is part of a partnership with R/GA and CBS Outdoor. L’Oréal Paris was chosen as the inaugural brand to participate in the two-month program.
“The MTA is very pleased to see a brand, like L’Oréal Paris, out in front of the emerging virtual shopping trends that promises to blur the lines between traditional outdoor advertising, traditional bricks-and-mortar retail and e-tailing,” stated Jeffrey Rosen, 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.”
How it works: When a woman approaches the L’Oréal Paris Intelligent Color Experience, she sees her reflection in a full-length, well-lit mirror. She then is immersed in a world of color. Digital animations that represent her silhouette and the colors she is wearing appear alongside her reflection and suggest expertly coordinated eye, lip and nail shade recommendations that “match” or “clash” her outfit. Women can experiment with a variety of personalized looks from the L’Oréal Paris’ Colour Riche franchise. From the time the mirror scans a woman’s look to when the products are in her purse, the entire experience takes less than two minutes.
“R/GA's deep understanding of customer behavior, technology and innovation uniquely enabled us to design the right experience for L’Oréal Paris in the Bryant Park Station,” added Erin Lynch, R/GA group executive creative director. “It’s an unexpectedly immersive, playful experience designed to make her day more beautiful. “
Women in New York City — and even those who are not — can participate in this first-of-its-kind program. There are several ways to take part including:
The L’Oréal Paris Intelligent Color Experience is open Nov. 4 through Dec. 30, helping women look and feel beautiful while on the go throughout the holiday season. Eye, nail and lip products from L’Oréal Paris’ Colour Riche franchise all will be available for purchase along with the brand’s newest mascara innovation, Voluminous Butterfly. Women will have the option to purchase just one or the multiple products recommended to them. Prices will be in line with other New York City retailers.
The L’Oréal Paris Intelligent Color Experience is located in the MTA Bryant Park subway station and can be accessed from the entrance on the southwest corner of Fifth Avenue and 42nd Street. It will be open weekdays from 7 a.m. to 9 p.m. and on weekends from 10 a.m. to 8 p.m., with limited hours on Thanksgiving and Christmas Eve and closed on Christmas Day.