こんなものも!アメリカで話題の自動販売機事情

画像引用元 http://elitedaily.com/women/essie-nail-polish-vending-machine-photos/672639/

日本の自動販売機のハイテクさと商品の豊富さに驚く外国人観光客は多い。

季節によってラインナップが変わったり、パンやスナックが買えたり、一台のマシンの中で「つめた~い」と「あったか~い」が同時に販売されていたり。近年では液晶タッチパネル式の自販機も増加してきています。

 

そんな自動販売機ですが、米国ではまた違った方向に進化しています。

 

広まるコスメ自動販売機

 

自動販売機で販売されるのは食品や飲料のイメージが強いですが、近年では大手化粧品メーカーが、主要空港やショッピングモールに自社製品の自動販売機を設置しています。

ニキビ治療で名高いProactiv(プロアクティブ)は数年前にいち早く自動販売機での販売を始めています。近年では日本国内の一部ショッピングモールや駅などにも設置されるようになりました。

 

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そんな中で今、注目されているのはネイルブランド“essie”が2014年に打ち出したマニキュア自動販売機、通称 “essie color boutique”。

まだ数は少なく、一部の空港に設置されているのみのようですが、今後拡大していく予定だとか。トレンドのネイルカラーがバラエティ豊富に取り揃えられており、シーズンによってカラーラインナップも入れ替わります。

価格は1本$8.50と、お求めやすい価格です。ホワイトが基調のボディとケース内に並ぶネイルカラーに思わず目を奪われてしまいます。

 

「せっかく旅行に来たのだし、いつもと違うお洒落がしたい!」

 

と思い立ったら、すぐに空港で新しいネイルカラーを購入!なんてことも出来るようになりました。いつもは少し派手かも・・・と思われがちなカラーも、旅先のテンションで挑戦できちゃいますね。

 

 

自動販売機コスメのみでフルメイクアップも可能

 

 

上記の基礎化粧品やネイルカラーの自販機だけではなく、大手コスメセレクトショップSEPHORAやBenefit、Elizabeth Ardenといった化粧品メーカーも独自デザインの自動販売機を設置し、話題を集めています。

 

なんとベースメイクからアイメイク、リップメイクまでに必要なコスメ全てが揃ってしまいます。自動販売機で取り扱える商品数は限られており、必然的に各メーカーの売れ筋やトレンド商品が並びます。

 

顧客はより気軽に新商品をチェック・購入でき、メーカー側は新たな販路を開拓できる。このような形のマーケティングは年々活発になってきており、今後も様々な業界から自動販売機式の商品が登場していくことでしょう。

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