During last week’s New York Fashion Week, the Condé Nast-owned magazine linked up with one of its biggest advertisers, L’Oréal, to sponsor 50 taxis fitted out with technology enabling passengers to buy lipsticks and other luxury beauty products by swiping their smartphones over tag-enabled TV screens inside the taxi. Passengers watching the in-car TV screens saw web video content by Glamour on beauty trends and demonstrations by make-up artists from Lancôme and Yves Saint Laurent.
During the five-day experiment, passengers enjoyed free taxi rides and any purchases made during their journey were delivered at home the same day.
The second virtual shopping experience from Glamour during fashion week followed the Aurasma-enabled Net-A-Porter shoppable wall that LS:N Global reported on last September. In a collaboration with US apothecary specialist CO Bigelow, The Glamour Apothecary Wall, opposite The Standard hotel in the Meatpacking district, lets consumers scan 2D barcodes with an app on their phone to buy brands such as Johnson & Johnson, John Frieda, Elizabeth Arden, Clearasil and Versace for home delivery.
See LS:N Global’s Tomorrow Store macrotrend for more examples of how multi-channel retail can work for your brand.