US Glamour magazine has set up a virtual beauty shopping wall in New York that lets users scan 2-D barcodes on their phones and have products sent directly to their homes.
It was inspired by the Tesco Homplus subway initiative in South Korea last summer. “We thought ‘how can we bring that here?’ We’re not about supermarkets, but we are about beauty products,” Bill Wackermann, exec VP-publishing director at the magazine told Advertising Age.
The wall features products from brands such as John Frieda, Elizabeth Arden, Clearasil and Versace, many of whom are longstanding advertising partners with Glamour.
It is based opposite the Standard Hotel in Manhattan’s Meatpacking District, and will be on display until Tuesday, February 21.