BEAUTY CARE

L’Oréal Paris brings beauty to NYC subway system with breakthrough vending experience

BY Antoinette Alexander

NEW YORK — Riding the subway just got beautiful thanks to L’Oréal Paris as the beauty brand will launch on Nov. 4 the first ever intelligent vending experience in the New York City subway system.

Stationed within the Bryant Park subway station through Dec. 30, the L’Oréal 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’Oréal Paris products to match and lastly allows women to quickly and easily purchase those products on the spot.

“We are proud to continue L’Oréal 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,” stated 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.”

Developed by digital agency R/GA, the L’Oréal Paris Intelligent Color Experience is part of a partnership with R/GA and CBS Outdoor. L’Oréal Paris was chosen as the inaugural brand to participate in the two-month program.   

“The MTA is very pleased to see a brand, like L’Oréal 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 e-tailing,” stated 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.”

How it works: When a woman approaches the L’Oréal Paris Intelligent Color Experience, she sees her reflection in a full-length, well-lit mirror. She then is 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 the L’Oréal Paris’ Colour Riche franchise. 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’Oréal Paris in the Bryant Park Station,” added Erin Lynch, R/GA group executive creative director. “It’s an unexpectedly immersive, playful experience designed to make her day more beautiful. “

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 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; and
  • Connecting with the brand on Instagram, Facebook and Twitter for exclusive beauty tips and trends.

The L’Oréal Paris Intelligent Color Experience is open Nov. 4 through Dec. 30, helping women look and feel beautiful while on the go throughout the holiday season. Eye, nail and lip products from L’Oréal Paris’ Colour Riche franchise all will 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’Oréal 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 a.m. to 9 p.m. and on weekends from 10 a.m. to 8 p.m., with limited hours on Thanksgiving and Christmas Eve and closed on Christmas Day.

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FDA clears Tria Beauty’s Age-Defying Laser

BY Antoinette Alexander

DUBLIN, Calif. — Tria Beauty, a maker of light-based skin care, has received clearance from the Food and Drug Administration for the company’s Age-Defying Laser, the company has announced.

Utilizing a proprietary version of the same non-ablative fractional laser technology used by dermatologists and plastic surgeons in-office, the Age-Defying Laser is designed to treat multiple signs of facial aging.  This product expands the Tria portfolio into the anti-aging category and furthers Tria’s mission of providing consumers with advanced skin care solutions previously only available in-office — and at a fraction of the cost and with the convenience of home use.

"The Age-Defying Laser represents a major breakthrough that allows consumers to safely and effectively use professional technology to get dramatic anti-aging results at home," said Nicole Landberg, VP, GM of Americas & Europe. "According to the American Society of Plastic Surgeons, in-office fractional laser therapy has skyrocketed in the last decade and now is widely accepted as the gold standard for treating fine lines, wrinkles and discoloration with minimal downtime. We are pleased to make this effective, safe and innovative technology available to a much broader group of women."

Used in a simple regimen of short daily treatments, the Age-Defying Laser is designed to deliver anti-aging results. In a series of clinical studies, independent dermatologists evaluated skin characteristics before and after use of the Age-Defying Laser and observed significant improvement in wrinkles and uneven texture, according to the company. In addition, 76% of users reported reductiona in fine lines and wrinkles, and 95% of users noticed smoother skin and an improvement in overall appearance. Users reported visible results in as few as two weeks, with optimal results occurring for most users in eight weeks.

The Age-Defying Laser will be available on TriaBeauty.com and select retailers in early 2014.

 

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Nicole by OPI launches Selena Gomez gift sets for holiday

BY Antoinette Alexander

NEW YORK — Nicole by OPI has launched for the holiday season two new gift sets featuring nail lacquers inspired by actress and singer Selena Gomez.

Available beginning in October, each gift set includes a Selena Gomez lacquer plus a free mini bottle of silver Gumdrops — a limited edition matte textured shade that is only available in these sets.

“Perfect for holiday festivities or as a stocking stuffer, lacquer fans can try these shades separately or mix them together to create dual sparkle and texture,” stated Suzi Weiss-Fischmann, Nicole by OPI executive VP and artistic director.

These limited-edition gift sets will be available for $7.99 each at retailers, including select Ulta, Kmart, Kroger, H-E-B and Duane Reade locations. In Canada, these sets will be available for $10.99 each at Shoppers Drug Mart, Jean Coutu, Rexall, London Drugs, Familiprix, Uniprix and Brunet.

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