The Moodie Report
Benefit Cosmetics is stepping up its airport presence this autumn with the introduction of Glam Up & Away! automated retail kiosks. They have been created in partnership with ZoomSystems, claimed to be the unchallenged authority in high-end automated retail.
Described as super-luxe vending machines, the kiosks bring fun, instant beauty solutions to travellers, in true fun-loving Benefit fashion, according to the brand. 25 kiosks are being rolled out initially, in key US airports such as New York JFK, Austin-Bergstrom International and Las Vegas McCarran International.
“High-traffic airports are the next beauty battleground for prestige cosmetics brands,” noted Benefit Cosmetics CEO Jean Andre Rougeot. “BeneFit is grabbing first-mover advantage.”
“With this ground-breaking partnership, ZoomSystems and Benefit Cosmetics are giving travellers on-the-go access to the beauty products they need and love,” added ZoomSystems President & CEO Jack Lawrence.
The Glam Up & Away! kiosks are designed to resemble vintage pink beauty buses, and incorporate cheeky slogans, furry dice and Benefit’s signature quote-worthy mannequins. They will carry 30 of the brand’s best-selling products - such as they’re real! mascara and POREfessional pore-minimizing primer - in addition to travel-friendly make-up kits. Shoppers can also browse tips and tricks via the integral graphic user interface.
“It’s Wow on Wheels!” declared Benefit Cosmetics EVP Global Marketing Julie Bell. “What a sexy, fun and innovative way to introduce Benefit’s witty and playful personality to the hundreds of millions of travellers that fly every year.”
- Earlier this year The Moodie Report questioned whether vending machines were a viable vehicle for selling upscale beauty products at airports, following the introduction of BeautyMART’s machines at domestic department store Harvey Nichols. Click here to access the relevant Moodie Podcast.