May 23, 2019 | By Cassandra Gagnon
Get more with a WGSN membership. Click for a demo.
Attention all travelling beauty junkies: Benefit Cosmetics, the cheeky San Francisco-born brand founded by twin sisters Jean and Jane Ford, have come up with an idea to beat all on-the-go beauty ideas.
The brand is launching 24 cosmetic kiosks at airports including John F. Kennedy International Airport in New York and McCarran International Airport in Las Vegas. The first launched about a month ago at Austin-Bergstrom International Airport in Austin, Texas.
The food-truck-style beauty vending machines will offer some brand favorites. Life-saving concealer Boi-ing, They’re Real Mascara, the illustrious Benetint, Fake Up foundation, the Watts Up highlighter and more makeup case essentials. That’s right: now you can laugh in the face of red-eye flights!
“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 Cosmetics. “Once the TSA (Transportation Security Administration) changed the rules, people started to arrive at the airport much earlier, and they’re looking for ways to shop and have fun.”
And we intend to. The kiosks are testing at the two airports and depending on how they do, they may pop up at airports around the world.
Glynnis Mapp, Stylesight Beauty Editor
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.