A L’Oréal makeup pop-up shop debuts in a subway station

The L'Oréal Paris Color Experience, a machine that sells customized beauty products, opens Monday in the Bryant Park station

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The L'Oréal Paris Color Experience in the Bryant Park subway station

The L'Oréal Paris Color Experience in the Bryant Park subway station Photograph: Elizabeth Denton

Next week, beauty products go underground when L'Oréal's new makeup shop opens in the Bryant Park subway station. Yesterday, we tested the new L'Oréal Paris vending machine, which opens to the public on Monday as part of the MTA's new pop-up series, and the results were everything the brand promises—super fast and interactive.


You stand in front of a lit full-length mirror while the machine matches the colors in the clothes you are wearing to L'Oréal Paris Color Rich products. Coordinated eye, lip and nail shades come up on a screen, and you can choose "match" for a classic look or "clash" for a more bold style. Choose what you want to buy, swipe your credit card and out comes your makeup.


Brand ambassadors will be at the station for two weeks helping customers, though it's so easy you won't need the extra hand. Check out this subway shop for yourself from November 4 to December 30 at the southwest corner of Fifth Ave and 42nd Street (Mon–Fri 7am–9pm; Sat, Sun 10am–8pm).



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