L’Oréal involved in experimental marketing in New York subway | RetailDetail

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

Europe wants global ban on animal testing for cosmetics


Several Members of the European Parliament say the current European ban on animal testing for cosmetic purposes needs to be extended to a global one.

Unilever warns online media: we can no longer advertize like this


Unilever has threatened to pull its advertising budget from online media channels that lack transparency and create discord according to marketing director Keith Weed’s statements at the IAB advertisers’ congress.

Luxury brands spur on L’Oréal's profit


Despite weak turnover growth in 2017, cosmetics company L’Oréal still generated a much-improved net profit thanks to excellent luxury sales, where its margins are bigger.

Trekpleister director will become Kruidvat Belgium and France CEO


A.S. Watson, the holding that owns Kruidvat, ICI PARIS XL and Trekpleister, appointed Roland van den Berg as Trekpleister’s general manager. He will succeed Bert Verhoef, who will move to Kruidvat Belgium and France.

Ecover will update its entire product range


Belgian ecological laundry and cleaning detergent manufacturer, Ecover, will alter its entire product range’s packaging. Laundry detergent will alter first and the entire operation should be finalized within two years.

Unilever will cut jobs at Belgian retail sales team


Unilever Belgium will restructure its team of store representatives and cut eleven jobs. The company confirmed that to RetailDetail.

Back to top