In the fall of 2013, R/GA partnered with L'Oréal Paris and the MTA to create the L’Oréal Paris Intelligent Color Experience, a pilot project designed as the next incarnation of experiential marketing and out-of-store shopping. The Intelligent Color Experience is an interactive machine that uses cameras and sensors to scan the colors in a shopper’s outfit. After detecting the three primary colors in the outfit, the machine offers the shopper personalized matching (or clashing) product options from the L'Oréal Paris Colour Riche line. Shoppers can purchase the suggested nail polish, eye shadow, mascara, and lipstick directly from the machine or choose to email the options to themselves.
Housed in the 42nd Street–Bryant Park subway station, the L’Oréal Paris Intelligent Color Experience drew immediate attention from commuters and the press. Kicking off with a nationwide press release and ribbon-cutting ceremony, the unconventional launch ensured that the news spread quickly, with media calling the machine the "futuristic beauty store for the city girl on the go." An exclusive article by The New York Times announced the project and highlighted both R/GA's ingenuity and L'Oréal Paris's position as a leader in the beauty space.
In less than 48 hours, the program generated 130MM impressions and $4.7MM in ad value and appeared in major publications from Creativity to the coveted Low-Brow/Brilliant section of New York Magazine Approval Matrix.