Interactive kiosks, a colour cosmetic player's ticket to the top?

By Michelle Yeomans

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Interactive kiosks, a colour cosmetic player's ticket to the top?
In an era where consumers are becoming increasingly reliant on technology, color cosmetic players like Benefit are constantly investing in new interactive ways to grab the consumers' attention. Here Cosmetics Design rounds up the latest digital launches that are allowing brands to reach wider audiences.

This week Benefit took the interactive element trend to a new level with the launch of a collection of digital airport kiosks across the US in a bid it says will cater to the hundreds of millions of travelers on the go.

The boisterous brand is not one to design or market its products in a shy way and these machines aren’t any different, specifically designed to draw the consumer’s eye in an area full of duty free cosmetics and available to the traveling consumer 24/7 – an element most airport retail shops cannot afford to offer.

Interactive beauty kiosks enable a brand to reach consumers 24/7

The ‘Glam up & away’ automated retail kiosks have set up shop at JFK, Austin and Las Vegas airports and are part of a roll out venture to come this fall which will feature thirty of the brand’s most popular products.

Interactive display screens on the machines have been designed to give users detailed product descriptions, beauty tips, tricks for applications and even short videos on how a consumer can look their best after a flight.

It’s a fun and innovative new way to introduce our instant beauty solutions and ‘laughter is the best cosmetic’ brand motto to hundreds of millions of travelers that fly each year​,” says Benefit’s marketing boss, Julie Bell.

Others investing in interactive elements in this way include online retailer ‘3floz.’which is set to launch 25 travel-friendly kiosks in top domestic airports around the US offering a mix of prestige and mass brands including Yes to Carrots and Burt's Bees.

Sephora has also recently rolled out quick and convenient beauty vending machines that carry 50 of its' more popular products across a wide range of brands like Dior, Korres, and Bare Escentuals.

Machines also offer convenience, reduced costs and data collection

According to experts in the digital kiosk field, Wirespring technologies, investing in these interactive machines will not only give beauty brands the opportunity to reach a wider range of consumers but will also reduce staff costs, provide around-the-clock convenience and will ultimately be a source of data collection.

"The capabilities of these kiosks significantly reduce the need for staff and brands can save significantly on the conventional overhead costs incurred with employees,​" a company rep explains.

"And as consumers are no longer limited to traditional business hours, brands can convey the message that they value their client's time and business by considering their needs even after hours. Kiosks also have the ability to collect important market data that give businesses insight into opportunities to enhance their business strategy​," they added.

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