It can boggle the mind how often a company will invite hordes of reporters to a press event and then drastically underestimate the amount of Wi-Fi bandwidth needed to service them all. But L’Oreal gets a pass for having no Internet connection at the press conference it threw Wednesday morning. Instead of renting out space in a glamorous Midtown hotel you’d expect from an image-oriented cosmetic company, L’Oreal opted for the grit of a New York City subway platform.
But in this case it makes sense. L’Oreal, with the help of digital agency R/GA, is installing a makeup vending machine above the 7 line at the Bryant Park subway station, the company said. The machine, which uses color recognition technology to help women choose makeup that matches or clashes with what they’re wearing, will be available for public use from Monday, Nov. 4, through Dec. 30. Perfect for upping your flirting-with-strangers game.
Digiday, however, was given a sneak peek.
Fasion model Coco Rocha — whom R/GA’s group executive creative director Erin Lynch called a “New York City ‘it girl'” — demonstrated how the kiosk works. Rocha stood in front of a large screen which recognized three of the colors she was wearing. A second screen allowed her to choose one of the colors and “Match It” or “Clash It” with a certain nail polish, eye shadow or lipstick color. Customers can then tap on the products they want to buy and pay with a credit card. The products are retrievable from the bottom of the kiosk, just like a candy bar or soda can would be dispensed at a vending machine. Brand ambassadors will be on hand for the first two weeks to help customers use the kiosks, L’Oreal spokeswoman Lisa Capparelli said.
L’Oreal bought the kiosk placement from CBS Outdoor, the firm that handles the city’s subway advertising, according to Paul Fleuranges, senior director of corporate communications at the Metropolitan Transportation Authority (MTA).
And if you’re more of a downtown gal? Fleuranges hinted that there may be more installations like this in future.
“This is a pilot project,” he said. “We’re trying to see if there’s an appetite for this.”
‘A key impediment’: Brand safety tech continues to divide advertisers into haves and have-nots
Brand safety continues to be one of the more nuanced discussions in online advertising. The same can’t be said for the tech application of it.
The Rundown: What you need to know about the FTC’s latest privacy crackdown
Last week the charges of "commercial surveillance" and "lax data security" were leveled against those whose main stock in trade is internet-user information by the Federal Trade Commission.
Why a performance marketing firm is asking employees to get out of the office to build company culture
As remote and hybrid work becomes the norm, performance marketing agency Gupta Media is asking staff to spend more time in the field to boost company culture.
SponsoredWhat gaming habits reveal about media consumption
Jordan Shlachter, head of research, Activision Blizzard Media Entertainment choices have never been more abundant, and gaming has emerged as one of the biggest winners in the battle for audiences’ attention. While gaming’s exponential growth has been well documented — there are currently nearly 3 billion gamers worldwide spanning a diverse set of demographics, interests […]
Member ExclusiveDigiday+ Research: Publishers and ad execs grow cynical of third-party cookie depreciation
There's a growing cynicism among agencies, brands and publishers regarding any progress ever being made toward Google's plan to kill the third-party cookie.
Hilton looks to new and emerging customers to re-up enthusiasm for travel
Hilton wants to re-energize people's enthusiasm for travel by offering unique travel experiences. The brand is doing just that with Hilton on the Green -- a pop-up stay right in the middle of the golf course.