Airport Kiosk Closeup: Benefit

Hopkins International Airport in Cleveland is home to a cute cosmetics kiosk from Benefit, based in San Francisco. The kiosk is eye-catching because it's pink, retro, and markets its beauty products with a touch of humor. In fact, retro whimsy is integrated into the brand personality (as is the color pink)--even throughout the company's HQ. For differentiation and image purposes, sometimes it helps to not take your brand too seriously--a marketing approach that appeals to certain customer segments.

Here's the kiosk's appeal: If you're running for a plane but need to refill your beauty bag or you forgot a staple item such as mascara or face cleanser, just watch for Benefits' "Glam Up & Away" automated beauty kiosk "loaded with jet-setting beauty problem solvers" in Cleveland, Baltimore/Washington Intl Airport, Logan Airport in Boston, and other gateways for jet-setters. A touch on the screen, one swipe of your plastic, and you're on your way with what you need.

Benefit does distribute via traditional retail establishments like Macy's and Sephora, of course, but the nearly 40-year-old company (now part of the luxury marketer LVMH) also operates dozens of its own-brand stores in the US and internationally.