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2013 October 31

L’Oréal Paris Debuts A Subway Beauty Bar In 7 Train Station

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Coco Rocha at the L’Oréal Paris Intelligent Color Experience launch Coco Rocha at the L’Oréal Paris Intelligent Color Experience launch
Courtesy L’Oréal Paris
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(NEW YORK) Ready to beautify your commute? Yesterday marked the launch of the L’Oréal Paris Intelligent Color Experience, providing commuters with the chance to purchase products from a vending machine located just inside the 42nd St. subway entrance of the 7 train at its Bryant Park stop. The three-step process allows customers to use a full-length mirror that detects everything from skin coloring to an outfit's hues, and then suggests the most complementary products.

Products like lipstick, eye shadow, eyeliner, the brand's new Voluminous Butterfly mascara (which we highly recommend!), and even nail polish can then be purchased on the spot. The machine will be available starting now through the next two months as part of a pilot program in partnership with the digital agency R/GA and CBS Outdoor. 
L’Oréal Paris USA was selected as the inaugural brand; if all goes well, there could be additional brand partnerships to hit the subways.

Coco Rocha was on hand as a special guest to celebrate the new project's unveiling, and to demo the experience. With her new cropped hairdo, makeup is now more important than ever to the mod. "When you chop your hair off, your face becomes so noticeable. There is nothing to cover up anything. It's just the face," said Rocha. "Even if I am going grocery shopping, I will wear a full face of makeup." So what are her new makeup essentials? "It would have to be some sort of smoky eyeliner," said Rocha. "I also try to do more intense eyebrows. When I had long hair I was so nervous to do eyebrows, but now I've perfected it."

Making an appearance in a subway station was probably one of the more unusual locales that the supermodel has experienced, but as it turns out it's not the first time. "I did a flash mob with 30 dancers for Fashion's Night Out two years ago," said Rocha. "We literally just came in, danced, and walked away. Then we got on the train and danced. I felt so bad for the people that were in that car, because we were dressed up in the craziest stuff and I'm sure it was terrifying!" 

The L’Oréal Paris Intelligent Color Experience can be accessed from the 7 train stop on the southwest corner of Fifth Avenue and 42nd Street. It will be open weekdays from 7:00 a.m. to 9:00 p.m. and on weekends from 10:00 a.m. to 8:00 p.m. For further fresh-faced tips, check out the L’Oréal Paris website for their "Bring Your Bold" initiative that features recommendations from top beauty bloggers on how to wear the featured products. 
PAIGE REDDINGER 




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