L’Oréal introduces beauty, style app for women

France-based cosmetics major L’Oréal’s American arm has launched The Next Level, a beauty and style destination on Xbox Live that will serve as a one-stop beauty and style hub for women.

L’Oréal USA has teamed up with BrightLine, a US-based interactive television solutions creator for entertainment and advertising, to develop the new app with interactive solutions.

According to the firm, the new app customers will have the ability to tailor their Next Level experience through a personalised engine that serves content in a manner suiting each user’s individual taste.

Th firm said the new destination will offer how-to videos, articles and product-centric interactive features on most recent developments in style, entertainment and beauty fields, to the consumers from its L’Oréal brands and editorial partners Lucky magazine and Makeup.com.

L’Oreal USA digital marketing division VP Esohe Omoruyi said the firm considers the new destination to be a good opportunity with more content and women on Xbox LIVE than ever before.

"We wanted to connect with this rapidly growing audience and combine their passion for entertainment and beauty into one seamless personalized experience," said Omoruyi.

The app is also expected to offer custom utilities such as personalised event calendar, shopping list, weather-based beauty recommendations, and redemption center – where rewards earned through interaction can be traded for tangible branded offers.

Women can access beauty product recommendations, vast library of content and video tutorials, and share views on Facebook, besides initiating product purchase.

Peer-to-peer and expert-to-peer conversation forums to share tips, tricks, and opinions and first ever currency system that rewards users for interaction are a few more features of the application