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L'Oreal

L’Oréal unveils “first-ever, intelligent vending experience” in NYC Subway – matching products to what women are wearing

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By Jennifer Faull, Deputy Editor

October 30, 2013 | 2 min read

L’Oréal Paris has revealed the Intelligent Colour Experience, a three-step vending machine which detects the colors in a woman’s outfit and picks out the most prominent and related colour palettes, then recommends L’Oréal products to match which can be bought on the spot.

The intelligent vending machines, developed by digital agency R/GA within its R/GA Lab, can be found at Bryant Park subway station as part of a two-month program trialing the service.

When a woman approaches she sees her reflection in a full-length mirror before digital animations alongside her reflection and suggest the eye, lip and nail shades that 'Match' or 'Clash' her outfit.

“We are proud to continue L’Oréal Paris’ digital leadership by being the first brand to bring women a highly customised and convenient way to shop beauty in a place they would least expect it – the New York City subway,” says 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.”

To encourage women to try out the vending machines, L’Oréal is asking people to share their beauty looks and purchased products using the hashtag #BringYourBold.

If successful, agencies involved will consider using the system at scale for other brands.

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