Punch line: Xbox targets the 40% of female Xbox users by launching the first female-tailored app – a beauty and fashion app produced and branded by L’Oreal.
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Excerpted from adage.com’s, “L’Oreal Seeks Women in Unlikely Place: On Xbox”
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,” 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.
The app allows 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.
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.
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The Homa Files 
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