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Today, Benefit Cosmetics will launch a Glam Up and Away airport kiosk in Austin, Texas, with plans to add 24 kiosks by yearend—including John F. Kennedy International Airport. Within the squat, pink stations—which were inspired by food trucks—are 30 of the brand's bestselling items, including They're Real mascara, Porefessional primer, and travel kits.
In addition to the cosmetics, the touchscreen interface allows users to browse beauty tips and tricks. The idea was to blend boutique and online shopping—much like what Kate Spade Saturday did with their touchscreen storefronts. At the Glam Up and Away stations, products are dispensed in real time.
"Airports used to be these doom-and-gloom places—now I view them as the new shopping mall," said Julie Bell, executive vice president of global marketing for Benefit. "Once the TSA [Transportation Security Administration] changed the rules, people started having to arrive at the airport much earlier, and they're looking for ways to shop and have fun." The goal of the project is to raise brand awareness, with hopes of expanding domestically and internationally.
· Benefit to Launch Airport Beauty Kiosks [WWD]
· Kate Spade Saturday Launching Giant Touch Screen Storefronts [Racked NY]