L’Oreal Paris Brings Beauty Underground, Introducing First-Ever Intelligent Shopping Experience in the...

L’Oreal Paris Brings Beauty Underground, Introducing First-Ever Intelligent Shopping Experience in the New York City Subway



SHARE THIS ARTICLE

NEW YORK, Oct. 30, 2013 /PRNewswire-HISPANIC PR WIRE/ — New Yorkers are about to stop in
their tracks. Riding the subway just got more beautiful thanks to L’Oreal Paris.
The leading global beauty brand is making history by unveiling the first-ever,
intelligent vending experience in the New York City Subway system. Launching
Monday, November 4, 2013, the breakthrough L’Oreal Paris Intelligent Color
Experience works as a three-step process. It first detects the colors in a
woman’s outfit and picks out the most prominent and related color palettes, then
recommends L’Oreal Paris products to match and lastly allows women to quickly
and easily purchase those products on the spot.


(Photo: http://photos.prnewswire.com/prnh/20131030/NY07287 )


Stationed within the Bryant Park subway station and developed by digital
agency R/GA, the L’Oreal Paris Intelligent Color Experience is part of a
partnership with R/GA and CBS Outdoor.  L’Oreal Paris was chosen as the
inaugural brand to participate in the two-month program.  


“We are proud to continue L’Oreal Paris’ digital leadership by being the
first brand to bring women a highly customized 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’Oreal 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.”


“The MTA is very pleased to see a brand, like L’Oreal Paris out in front of
the emerging virtual shopping trends that promises to blur the lines between
traditional outdoor advertising, traditional bricks and mortar retail and
etailing,” said Jeffrey Rosen, MTA Director of Real Estate. “The MTA and our
advertising contractor, CBS Outdoor, will be watching this program closely to
see if it can be replicated and scaled up within the MTA network. As the
advertising industry continues to test and demonstrate new ways to reach
consumers in high traffic environments, we’re happy to facilitate such
experimentation within our system.”


FROM STEPPING UP TO STANDING OUT: HOW IT WORKS
When a woman
approaches the L’Oreal Paris Intelligent Color Experience, she sees her
reflection in a full-length, well-lit mirror. She is then immersed in a world of
color. Digital animations that represent her silhouette and the colors she is
wearing appear alongside her reflection and suggest expertly-coordinated eye,
lip and nail shade recommendations that “Match” or “Clash” her outfit. 
Women can experiment with a variety of personalized looks from L’Oreal Paris’
best-selling Colour Riche franchise, beloved for its luxurious formulas and rich
shades. From the time the mirror scans a woman’s look to when the products are
in her purse, the entire experience takes less than two minutes. 


“R/GA’s deep understanding of customer behavior, technology and innovation
uniquely enabled us to design the right experience for L’Oreal Paris in the
Bryant Park Station,” says Erin Lynch, R/GA Group Executive Creative Director.
“It’s an unexpectedly immersive, playful experience designed to make her day
more beautiful. “


THE BIG APPLE AND BEYOND
To help officially unveil the machine,
model and New York City “it girl” Coco Rocha joined L’Oreal Paris for a
celebratory ribbon-cutting ceremony. Known for her bold, trend-setting beauty
looks, she is encouraging women to stop by the machine and experiment with color
for themselves – whether looking for a quick touch-up on the way to work or a
wanting a whole new look before a night out.



Women in New York City and even those who are not can participate in this
first-of-its-kind program. There are several ways to take part including:



  • Stopping by the Bryant Park Station to discover the perfect palette and
    shop for a bold look
  • Using #BringYourBold to share the experience and beauty look created from
    the purchased products
  • Visiting http://www.lorealparisusa.com/bringyourbold to see top bloggers’
    recommendations on how to wear the featured products. Women can then explore
    and purchase the products for themselves.
  • Connecting with the brand on Instagram (@lorealparisusa), Facebook
    (facebook.com/lorealparis) and Twitter (@LOrealParisUSA) for exclusive beauty
    tips and trends


THE COLORFUL DETAILS
The L’Oreal Paris Intelligent Color
Experience
is open November 4, 2013 through December 30, 2013, helping women
look and feel beautiful on-the-go throughout the holiday season. Eye, nail and
lip products from L’Oreal Paris’ Colour Riche franchise will all be available
for purchase along with the brand’s newest mascara innovation, Voluminous
Butterfly. Women will have the option to purchase just one or the multiple
products recommended to them. Prices will be in line with other New York City
retailers.


The L’Oreal Paris Intelligent Color Experience is located in the MTA
Bryant Park subway station and can be accessed from the entrance on the
southwest corner of Fifth Avenue and 42nd Street. It will be open
weekdays from 7:00AM – 9:00PM and on weekends from 10:00AM – 8:00PM, with
limited hours on Thanksgiving and Christmas Eve and closed on Christmas Day.


About L’Oreal Paris: 
The L’Oreal Paris division of
L’Oreal USA, Inc. is a total beauty care company that combines the latest
technology with the highest in quality for the ultimate in luxury beauty at
mass. The L’Oreal Paris brand encompasses the four major beauty categories –
hair color, haircare, skincare and cosmetics – and includes such well-known
brands as Preference, Excellence, Feria and Healthy Look hair color; Advanced
Haircare, Elnett Satin Hairspray, EverPure, EverStrong, EverSleek, EverCreme,
EverStyle, EverCurl, Studio Line and L’Oreal Kids hair care; Youth Code,
Revitalift, Age Perfect, Ideal Clean, Ideal Moisture, Go 360 Clean, Sublime
Bronze, Sublime Sun and Men’s Expert skincare; and the Colour Riche, True Match,
Infallible, Visible Lift and Studio Secrets Professional MAGIC cosmetics
collections, along with a portfolio of mascara including Voluminous, Double
Extend and Telescopic among many others. For more information on L’Oreal Paris
and its brands, and to receive personalized beauty advice, expert tips and
exclusive beauty content 24-7 (wherever you may be), check out http://www.lorealparisusa.com .


About R/GA: 
R/GA (http://rga.com ) develops products, services and communications to
help grow our client’s brands. Founded in 1977, R/GA is one of the world’s most
award winning digital agencies with work spanning web, mobile, social, retail,
product innovation, brand development and business consulting. For nearly 37
years, R/GA has been a pioneer at the intersection of technology, design and
marketing.  R/GA has more than 1,400 employees globally and offices
across the United States, Europe, South America, and Asia-Pacific and is part of
The Interpublic Group (NYSE:IPG), one of the world’s largest advertising and
marketing services organizations. For more information on R/GA, please visit us
at http://www.rga.com and
on Facebook (https://www.facebook.com/RGA ) and Twitter (https://twitter.com/rga ).


About MTA:
The Metropolitan Transportation Authority (MTA)
is the backbone of the New York region’s $1.4 trillion economy – providing
public transportation to a population of 14.9 million people in the
5,000-square-mile area including New York City, Long Island, the Hudson Valley,
and southwestern Connecticut.  MTA subways, buses, and railroads provide
2.63 billion trips each year to New Yorkers – the equivalent of about one in
every three users of mass transit in the United States and two-thirds of the
nation’s rail riders. The MTA also operates nine bridges and tunnels spanning
the region’s waterways that serve 800,000 vehicles daily.


About CBS Outdoor:
CBS Outdoor is one of the largest
out-of-home media companies in the Americas  and has a major presence
throughout  United States, Canada, Mexico and South America.  With
both traditional outdoor (billboard and transit) advertising 
properties,  and a network of digital displays and mobile offerings, CBS
Outdoor gives advertisers both breadth and depth  of coverage across vast
geographies,  as well as immersive ways to connect with advertisers. 
For more information, visit http://www.cbsoutdoor.com .



NOTE TO EDITORS: A high-resolution image is available at: http://www.hispanicprwire.com/home.php?l=in


SOURCE L’Oreal Paris

L’Oreal Paris Brings Beauty Underground, Introducing First-Ever Intelligent Shopping Experience in the New York City Subway