L'Oréal Seeks Women in Unlikely Place: On Xbox

Beauty and Style App Is Console's Latest Effort to Reach Audience Beyond Core Gamers

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L'Oréal is looking for women in a surprising place -- on Xbox 360.

The beauty behemoth unveiled "The Next Level" app on Microsoft's Xbox Wednesday, yet another move in the gaming console's efforts to attract an audience beyond core gamers.

The Next Level app landing page

"The Next Level," which was created with interactive solutions from BrightLine, is designed to be a one-stop beauty and style hub for women where they can watch how-to videos and gain more information on products. Condé Nast's Lucky Magazine will also help build some of the content, which will be updated regularly.

The app is customizable, allowing users to create personalized event calendars, shopping lists and receive weather-based beauty recommendations, as well as receive rewards points that can be redeemed for branded products. L'Oréal intends for this be a total style experience, with fashion and entertainment elements beyond makeup and hair care.

"L'Oréal's 'The Next Level' takes full advantage of the creative possibilities on the Xbox platform and is a great example of our overall advertising philosophy: to invite audience engagement rather than interrupt entertainment," Ross Honey, general manager-entertainment and advertising on Xbox LIVE, said via email. "Our work with internationally recognized brands like L'Oreal shows just how much the Xbox LIVE audience has grown beyond core gamers to attract entertainment-, style- and fashion-oriented consumers."

This is the first female-tailored app to launch on Xbox, but as 40% of Xbox's 20 million users are female, more apps geared toward women are expected.

"We are leveraging Xbox for what it is becoming, an entertainment device," said Esohe Omoruyi, VP-digital marketing, L'Oréal USA.

"This blurs the lines between programming and advertising content, including style tips and fashion advice with L'Oréal products organically woven throughout," said Rob Aksman, co-founder and chief of experience design at BrightLine.

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