L’Oréal Paris Brings Beauty Underground

L'oreal Beauty

New Yorkers are about to stop in their tracks. Riding the subway just got more beautiful thanks to L’Oréal 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 today (Monday, November 4, 2013), the breakthrough 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.

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Stationed within the Bryant Park subway station and 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.


When a woman approaches the L’Oréal 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’Oréal 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.


To help officially unveil the machine, model and New York City “it girl” Coco Rocha joined L’Oréal 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 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 L’Oréal 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’Oréal 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’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 7:00AM – 9:00PM and on weekends from 10:00AM – 8:00PM, with limited hours on Thanksgiving and Christmas Eve and closed on Christmas Day.

Momtrends was not paid for this post. 

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