L?Oreal?s Vichy beauty line is encouraging users to learn more about its products by letting New York residents schedule 15-minute beauty consultations through a mobile application.

Consumers can make an appointment via the timeRAZOR mobile app to visit ten different Duane Reade locations on April 6, where an employee will show consumers which Vichy products are best for their skin tones. Additionally, participants will receive a Vichy product sample after the consultation.

?The biggest challenge for many beauty companies is having people to try their products,? said Carolyn Parent, cofounder/chief experiential officer for timeRAZOR, Leesburg, VA.

?Hands-on or experiential-based opportunities are great for big brands like L'Oreal because it allows them to get people to try the product, observe and help customers have the best experience possible,? she said.

?By using timeRAZOR to access this type of exclusive event, L'Oreal is able to target a specific, highly desirable market ? busy women on the go.?

Vichy is a French skin care line under the L?Oreal Group. 

To make a beauty consultation, users can download the timeRAZOR app, which is available for free on iPhone and Android devices.

The app then uses a consumer?s location via their device?s GPS to find the nearest events and promotions. 

Consumers can then RSVP for the L?Oreal event and sync the appointment to their device?s calendar.

Users can also share the event via Facebook, Twitter, SMS and email.

To confirm their appointment, consumers can then show their device at their reserved Duane Reade location.

After their one-on-one consultation, consumers will receive samples of Vichy products based on their skin tone.

In addition to L?Oreal, Ms. Parent says that timeRAZOR is also working with brands including Chrysler SRT, JetSet Studios and Dodge Viper on similar initiatives that let brands take a lead role in the app.

Apps that show users things to do nearby are nothing new, but what is different with timeRAZOR is how it incorporates brands and events that are part of bigger campaigns.

Additionally, the tie-in with location helps users find things that they might not know about otherwise. 

With consumers becoming more dependent on their devices to help manage their schedules, synching an app with a device?s calendar is a smart way to let users quickly browse nearby events.

?Mobile allows people to discover things going on around them in real time,? Ms. Parent said.

?Busy people don't have time to search around to find out about experiences,? she said.

?Would I take advantage of a great experience if it was convenient to my day? Yes, I would. Do I have time and energy to look for things to do that work with my schedule? Not always. TimeRAZOR solves this challenge for busy people.?