San Francisco-based beauty brand Benefit Cosmetics has partnered with automated retailer ZoomSystems to dispense its beauty products in kiosks across the country.
As part of the deal, ZoomSystems will develop and operate standalone beauty retail kiosks for Benefit, which it’s calling “Glam Up & Away,” that will be installed in a number of U.S. airports, including New York, Houston, Las Vegas, Austin, Cleveland and Savannah. ZoomSystems said it will install 25 kiosks next month to start, with more planned.
According to Benefit CEO Jean Andre Rougeo, the move is just another part of the company’s strategy to build a multi-channel retail brand — something many retailers are experimenting with — and increase its visibility.
“High-traffic airports are the next beauty battleground for prestige cosmetics brands,” Rougeot said. “Benefit is grabbing first-mover advantage.”
Benefit, which has over 4,000 locations globally, will display 30 of its best-selling products in each of the automated shops.