Vending machines are popping up everywhere from airports to sidewalks, and L'Oreal is taking them to the subways. If you happen upon the Bryant Park station starting Monday, November 4th you'll be able to take part in the latest wave of experiential marketing, having the customers interact with the brand and its products on their commute. The brand tweeted a sneak peak today with the hashtag "Bring Your Bold".
According to the NY Times "The installation, 7 feet tall by 14 feet wide, can be stocked with up to 700 items; plans call for 27 types of L’Oréal Paris mascara, eye shadow, lipstick and nail polish. The items will be priced at $5.99 to $9.99 each, and purchases will be made with credit cards."
Time will tell if this approach will catch on with consumers who are generally brand loyal when it comes to cosmetics. Bryant Park gets a lot of foot traffic particularly around now with the skating rink and the holiday shops. If the launch is successful it could set up other campaigns around the city, bringing back the strategies of yore. Though they haven't been around in a long time, the Times did note that "those with long memories may recall penny gums sold in the subway, mainly American Chicle brands like Chiclets (two pellets in a tiny box) and Adams California Fruit Gum."
