Coty

If you’ve traveled recently, you may have seen one of Benefit Cosmetics’ new, pink-tastic vending machines in the corridors of your airport. The brand’s vending machine has picked up some Internet steam — most likely because of its ultra girly aesthetic — but it’s not the only high end cosmetic vending machine on the market.

The Rise of Cosmetic Vending Machines

As far back as a decade ago, skincare and cosmetic companies have sold their goods to consumers via the convenience of vending machines. For example, in 1997 Elizabeth Arden began stocking vending kiosks with their top cosmetic sellers. On the whole, buyers were delighted.

Other brands that’ve had their own vending machines around for just as long include Coty (which sells designer fragrances), StriVectin and Proactiv Solution Acne Care. Sephora, Chanel — and now Benefit — are more recent passengers of this “vending machine cosmetic” bandwagon. The fact that more and more high end brands keep joining the vending machine club makes it apparent that these novel, futuristic makeup machines are doing well. And you know what that means? They’re likely here to stay.

It’s no surprise they’re doing well, as the idea, really, is a genius one. First of all, consumers love convenience. If you’re not in a big city, chances are you have limited access to high end cosmetics. Vending machines help solve that problem by selling these hard-to-find products at places where you’re more likely to frequent (say, at your nearest major airport). And let’s say you forgot your concealer and you’re headed straight to a business meeting after de-boarding. Seeing a whole case of options to choose from would probably make you feel like guardian angels do exist.

Secondly, from a business model standpoint, the novelty of getting your mascara or highlighter from a vending machine is pretty cool. These machines have probably done quite well thanks to impulse buying alone.

While these machines have, for the most part, resided mostly inside of airport walls, there’s been discussion on branching out to other venues. The goal, naturally, is to increase sales by targeting various demographics. Namely, teens. There’s even been talk of installing these high end cosmetic vending machines in bowling alleys, movie theaters, malls and even at high schools, all of which get decent teen traffic.

Would You Buy From Them?

Personally, I prefer to test out a cosmetic item before purchasing it (or at least reading reviews and seeing swatches), so I don’t see myself trying new products with vending machines. I would, however, purchase products I’m already familiar with. Or, if I had forgotten my makeup bag or desperately needed an item, I’d chance it with one of these machines.

How about you? Have you seen one of these vending machines floating around? And more importantly, have you — or would you — purchased from them? And lastly, are there any brands you’d love to see introduce a vending machine of their own? I’m holding out for NARS, Urban Decay and MAC.

Share your thoughts in the comment section!

By Wendy Rose Gould