L’Oreal has launched the first app on the Microsoft games console targeted at women. ‘The Next Level’ is a beauty and style network, where users can view beauty, style and lifestyle entertainment, access how-to videos, create a personalised ever calendar, share their beauty tips and tricks, and earn ‘style creds’ that can be redeemed for as-yet unannounced prizes.
L’Oreal has teamed up with editorial partners Lucky magazine and Makeup.com to source content for the site. Along with advice from the experts, users can chat to their friends about beauty issues and ask (or offer) advice.
Esohe Omoruyi, VP Digital Marketing L’Oreal USA, said: ‘With more content and women on Xbox LIVE than ever before, we see this as a tremendous opportunity for L’Oreal USA. We wanted to connect with this rapidly growing audience and combine their passion for entertainment and beauty into one seamless personalised experience.’