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L’Oréal opts for unusual way to engage women with first 'female-centric' Xbox app

By Andrew McDougall+

04-Oct-2012

In a world of Facebook, Twitter, and phone and tablet applications, cosmetics giant L’Oréal is breaking new ground to engage the consumer: a video games console.

The company’s US subsidiary has announced the launch of 'The Next Level' beauty and style platform on Xbox LIVE that is the ‘first female-centric’ app on the console.

Consumers will have the ability to tailor their 'Next Level' experience through a customization engine that serves content in a manner to suit each user's individual taste.

Girl power

According to console manufacturer Microsoft, 40 percent of Xbox's 20 million users are female and more apps geared towards women should be expected.

“With more content and women on Xbox LIVE than ever before, we see this as a tremendous opportunity for L’Oréal USA,” says Esohe Omoruyi, vice president Digital Marketing L’Oreal USA.

“We wanted to connect with this rapidly growing audience and combine their passion for entertainment and beauty into one seamless personalized experience”

Evolving platform

As the Xbox LIVE audience grows beyond core gamers to attract entertainment-, style- and fashion-oriented consumers, L’Oréal has jumped in ahead of its cosmetics competition, employing the services of BrightLine to design the offering.

According to the marketing firm’s founder and CEO, Jacqueline Corbelli, this should not have been the first female-centric Xbox app as the market has huge potential, and she expects other companies to follow suit.

“We realized immediately that L’Oreal was the perfect partner to create a seamless beauty, lifestyle, and experience on the Xbox,” says Corbelli.

“The result is designed to connect with viewers in all the ways we know L’Oreal already has in the retail world. It represents a new kind of brand evangelism and engagement.”

The Next Level app offers how-to videos, articles, and product-centric interactive features showcasing the latest in style, entertainment and beauty, based on content from L'Oréal’s brands.

It remains to be seen just how much of a success it turns out to be, and who will be next to take the plunge…

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