BY RUSSELL ADAMS

Some New York City cab riders are still getting used to watching clips of talk-show host Jimmy Kimmel on a loop. Are they ready to buy lipstick?

The idea will get a test drive later this week when 50 cabs are outfitted with technology allowing passengers to purchase luxury beauty products by swiping their smart phones over special tags inside the cab.

Passengers will get a free cab ride for being part of the five-day Fashion Week experiment. But they won't have an option most riders do: They can't turn off the in-taxi television screens.

The "mobile taxi shops"—hatched by ...