L'Oreal unveiled a new app, "The Next Level" for Microsoft's XBOX. This surprising method of targeting women through a gaming console is new territory for L'Oreal and hopes to invite audience engagement rather than interrupt entertainment. The app is also customizable and allows users to create personal event calendars, receive weather based beauty recommendations, and earn points that can be redeemed for L'Oreal products. XBOX also hopes to expand their target audience beyond core gamers to style and fashion oriented customers. The Next Level is the first female tailored app for the XBOX but this trend is expected to grow as data shows that 40% of current XBOX users are in fact female.

Full Article: http://adage.com/article/digital/l-al-seeks-women-place-xbox/237556/