I've recently spied a few blog posts popping up on cosmetic vending machines and thought I would do a little research into it.
Although some brands have been offering this in airports for years, Benefit are the latest company to jump on the bandwagon. The "Glam Up & Away" makeup vending machine is currently only available in the US in JFK, Austin and Las Vegas airports but there are plans for at least 20 more in several other US airports. The machines sell 30 of Benefit's most popular products including They're Real Mascara and the POREfessional.
“It’s sexy, fun and an 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 Julie
Bell, EVP Global Marketing at Benefit Cosmetics.
I really hope we get something like this in our UK airports. It's a fantastic idea for make up on the go, if you've forgotten that one item that is still sitting on your dressing table at home or if you have had items confiscated at the security check points. Better still, it would be great if they could introduce these to towns in the UK which currently don't have a Benefit store or concession within a department store. I for one could see one of these in the middle of West Quay in Southampton or Chapelfields in Norwich.
My only concerns are, what would happen if you paid and then your product got stuck, dangling on the edge of the dispenser teasing you? It's OK if it's an 85p chocolate bar (you can almost let it go) but if it was a £23 Fine One One or £18 They're Real, I would be shaking it until it plopped down or sticking my hand up there to pull it out!
Also, I would be concerned that it a bought a powder, when it came down it would end up in pieces. Packaging would have to be reinforced or changed to be able to cope with the fall.
In theory, I really like the idea, I think it's a novel way of introducing beauty on the go and a clever marketing strategy. If I was lucky enough to visit an airport that had one I would definitely try it out, but part of me thinks that you just cant beat popping along to a counter, swatching your heart away and chatting with friendly Benefit staff.
What do you think to this idea? Would you try it? Have you seen one of these before?
