L’Oréal involved in experimental marketing in New York subway

L’Oréal involved in experimental marketing in New York subway

French cosmetics group L'Oréal has started a new interactive marketing campaign in the New York subway. Passers-by are presented with specific products using several screens and a mirror with cameras and can even possible to purchase the items on the spot.

Color Experience

The new experiment is called the ‘L'Oréal Paris Intelligent Color Experience’ and stands between shopping and online shopping. Marc Speichert, L’Oréal Americas’s chief marketing officer, has told the New York Times that the goal is to create a “real-life experience through technology”. Currently, only one subway station will entertain passers-by with this new Color Experience, but "if this experiment is successful, we might bring it to other places."

 

"What’s amazing with the technology is that we’ll have the ability to measure the level of engagement, based on the number of people who pass by, the number who interact with each screen, the number who leave their information”, Speichert stated.

 

When passers-by decide to stop at the L’Oréal mirror, a digital animation will copy their silhouette and clothing. Afterwards, several possible make-up styles will be presented, giving the customer the option to agree with certain choices and purchase the products right there and then. The machine contains 700 items from 27 different products.

 

Interesting use of empty retail space

"What we’re trying to find out is whether there is an appetite for something between e-tailing and brick-and-mortar retail", says Paul Fleuranges, senior director for corporate and internal communications at the Metropolitan Transportation Authority, who collaborated with the cosmetics company on this specific L’Oréal campaign. He hopes to be able to do some form of market research, possibly starting other pilots like this in the future.

 

"We have a lot of retail space that is not currently under lease. If we can find ways to generate revenue from those assets, that is a good thing for us. If we can add to the passenger experience, that is a good thing for us. If we can bring new technology into the system, that’s a good thing for us”, Paul Fleranges explained to the New York Times. This L’Oréal project will be located in an empty newsstand booth in the subway station.

 

 

(translated by Gary Peeters)

Questions or comments? Please feel free to contact the editors


Unilever interested in Estée Lauder

25/08/2017

Increasing rumours say that cosmetics company Estée Lauder may be up for sale and that there are a number of interested parties, including L’Oréal and Unilever.

Sephora launches smaller store formula

24/07/2017

Cosmetics manufacturer Sephora launched a smaller store formula in the United States. Up until now, it had focused on large stores, but has now turned its attention to smaller stores.

Brazilian takeover of The Body Shop confirmed

29/06/2017

L’Oréal has officially confirmed the sale of its British subsidiary The Body Shop to Brazilian Natura Cosméticos. The deal was signed this week, is estimated to be worth 1 billion euro and should be finalized before the end of the year.

AS Watson wants to acquire Holland & Barrett

22/06/2017

AS Watson, Kruidvat’s parent company, has entered negotiations to acquire Holland & Barrett. It is apparently willing to pay one billion pounds (1.15 billion euro).

Estée Lauder doubles Victoria Beckham product range

22/06/2017

Things are going very smoothly for Estée Lauder and Victoria Beckham. Their first two “limited collections” sold out instantly and that is why the former Spice Girl will create a third collection.

Brazilian competitor on the verge of The Body Shop acquisition

09/06/2017

French L’Oréal has entered exclusive negotiations with Brazilian Natura Cosméticos to sell store chain The Body Shop, in a deal that should be worth a billion euro.

Back to top