Beauty-on-the go just got a whole new meaning.

Wednesday morning saw a gathering that brought together L’Oréal Paris executives, supermodel Coco Rocha, MTA officials and digital gurus in one of the more unlikely beauty event venues: the Bryant Park subway station on the Southeast corner of 42nd Street and Fifth Avenue. It’s there that the crowd unveiled L’Oréal Paris Intelligent Color Experience, an interactive, next-level kiosk designed to recognize the colors in a person’s outfit, offer product suggestions based on this recognition and then allow the person to make a purchase on the spot. Developed by digital agency R/GA, the machine is part of a collaboration with CBS Outdoor.

There are 27 makeup items offered in the interactive kiosk (accounting for all of the different product shades) within the L’Oréal Colour Riche franchise. The products, which are sold separately, include Voluminous Butterfly Mascara ($8.99); Colour Caresse by Colour Riche Luminous Lipcolor ($9.99); Colour Riche Eye Shadow ($7.95) and Colour Riche Nail ($5.99.) L’Oréal brand ambassadors will man the interactive kiosk for the first several weeks, (products will begin being sold Monday, November 4) which will allow time for consumers to get the hang of the machine. The kiosk will remain open until December 30.

In a nutshell, the whole user experience takes under two minutes. First, one stands in front a full-length, well-lit mirror; then, digitally animated color suggestions appear for nail, lip and eye based on one’s outfit. Then, the participant is offered the opportunity to purchase makeup.

The Bryant Park subway station was chosen for several reasons, including being adjacent to the former locale for New York Fashion Week. It also proved to be an ideal space as the holiday season approaches: Bryant Park is a magnet for tourism.

To get the word out about the new interactive purchasing opportunity, L’Oréal Paris will run ads on Taxi TV, said Lisa Capparelli, SVP of Integrated Marketing Communications for L’Orèal Paris. As far as how much sales the kiosk looks to generate (the kiosk will be able to hold as much as 700 products at a time and will be replenished daily, more if needed), Lisa said the kiosk is more about serving as part of L’Oréal Paris’ overall omnichannel platform it launched earlier this year.