A makeup wave has hit NYC. Why? Because you’re worth it! L’Oréal Paris is going underground from Monday onwards. Into the city’s subways, that is with an interactive vending machine called Intelligent Color Experience. Coco Rocha, a model whose love of technology is no secret, unveiled the concept after the ribbon-cutting ceremony at the Bryant Park subway station and introduced a group of beauty editors to it at the event.
The sassy system may not be new, with Benefits, 3FLOZ, and Sephora already venturing into various airports, but it’s a first for any beauty brand to enter subway levels. Making makeup more accessible to subway commuters, the ‘intelligence’ will be available to those passing through the 42nd Street/Bryant Park subway station. According to the company, the stop was chosen because of its proximity to Fifth Avenue and tourist traffic, and its history as a host for New York Fashion Week.
This subterranean style revolution courtesy the beauty company comes in the form of eye, lip, and nail products from L’Oréal’s Colour Riche collection as well as the brand’s newly launched Voluminous Butterfly mascara. The vending machine system also features a full-length mirror. Digital animations offer potential makeup combinations when one is in front of the mirror, popping up next to the image and suggesting products. These either “Match” or “Clash” with what you’re wearing and can be bought on the spot.
Should the machine prove popular, the MTA and L’Oréal may extend the interactive initiative to 2014, possibly to other subway stops as well. For now, it stays till December end, although with many more of us getting busier and buying make-up coming on the sidelines as opposed to being a full-fledged bi-monthly ritual, fingers (possibly lacquered teal) are crossed for it to gain acceptance.
[Via – Fashionista]