L'Oreal Puts Beauty In The Eye Of A Vending Machine

L’Oréal Paris’s brand promise is to help make the world more beautiful, but normally it just does that by beautifying people. Beginning today, it will improve the look of the New York City subway system via an innovative digital out-of-home media campaign developed by R/GA.

The campaign, which utilizes a first-of-its-kind “intelligent vending experience” installed in New York’s Bryant Park subway station, will automatically detect the colors of a passerby's outfit, and select the most prominent and related color palettes to recommend which L’Oréal products match -- which can be purchased immediately, on-the-spot.

Here's how it works, according to the agency team: “When a woman approaches the L’Oréal Paris ‘Intelligent Color Experience,’ she sees her reflection in a full-length, well-lit mirror. She is then 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 L’Oréal Paris’ best-selling Colour Riche franchise, beloved for its luxurious formulas and rich shades. 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.”

advertisement

advertisement

Developed in partnership with CBS Outdoor, L’Oréal Paris will utilize the installation for two months.

2 comments about "L'Oreal Puts Beauty In The Eye Of A Vending Machine".
Check to receive email when comments are posted.
  1. Bill Burnett from Good Citizen Media Group, October 31, 2013 at 12:46 p.m.

    Wow! What will they think of next? People could dress up in crazy outfits and really drive this machine nuts. Would make a funny video.

  2. Mike O from Hair Studio 322, November 1, 2013 at 1:30 p.m.

    This is very cool. I would of liked to have seen them invented for professional salons. They are really missing out in this market, while their leading professional salon brands are growing in this key market areas. I know why they are doing it since they are loosing market shares in the drug stores with cheaper brands, but putting these in underground areas might not be the best marketing area, since travelers are normally in a rush. Hence that why most vending machines have been taken out of subways. In a salon consumers are more interactive with products and a lot for more "free time" for their visit. Great article I just think L'Oreal is missing out on growing their market shares.

Next story loading loading..

Discover Our Publications