L'Oréal Launches the First Ever Beauty and Style App on Xbox LIVE

L’Oreal partners with BrightLine to create “The Next Level” for Xbox

NEW YORK--(BUSINESS WIRE)--L'Oréal USA announced today the launch of The Next Level—a L'Oréal beauty and style destination on Xbox LIVE that will serve as a one-stop beauty and style hub for women. Consumers will have the ability to uniquely tailor their Next Level experience through a customization engine that serves content in a manner to suit each user's individual taste. Designed and created with interactive solutions from BrightLine, this ever-evolving destination will offer how-to videos, articles, and product-centric interactive features showcasing the latest in style, entertainment and beauty - all brought to audiences by L'Oréal brands and key editorial partners Lucky Magazine and Makeup.com.

“With more content and women on Xbox LIVE than ever before, we see this as a tremendous opportunity for L’Oréal USA. We wanted to connect with this rapidly growing audience and combine their passion for entertainment and beauty into one seamless personalized experience”

Key highlights include:

• Custom utilities like a personalized event calendar, shopping list, weather-based beauty recommendations, and redemption center-where rewards earned through interaction can be traded for tangible branded offers
• Beauty product recommendations aligned with curated fashion looks
• Vast library of unique how-to content and video tutorials
• The ability to browse products, share on Facebook, and even initiate product purchase- all within the destination
• Peer-to-peer and expert-to-peer conversation forums to share tips, tricks, and opinions
• First ever currency system that rewards users for interaction

“With more content and women on Xbox LIVE than ever before, we see this as a tremendous opportunity for L’Oréal USA. We wanted to connect with this rapidly growing audience and combine their passion for entertainment and beauty into one seamless personalized experience” said Esohe Omoruyi, VP Digital Marketing L’Oreal USA.

“We realized immediately that L’Oreal was the perfect partner to create a seamless beauty, lifestyle, and experience on the Xbox. The result is designed to connect with viewers in all the ways we know L’Oreal already has in the retail world. It represents a new kind of brand evangelism and engagement” said Jacqueline Corbelli, Co-founder, Chairman and CEO, BrightLine.

About BrightLine

BrightLine is the leading provider of interactive television solutions for entertainment and advertising. BrightLine creates experiences that transform passive televised advertising or programming into dynamic, viewer-driven brand interactions that generate superior consumer involvement and ROI. BrightLine’s proprietary iQ® software suite aggregates consumer behavior trends and historical program results to inform the design implementation of integrated, data-driven advertising and programmatic experiences.

BrightLine has become the industry standard and currently delivers interactive advertising to over 225 million television sets across the United States. BrightLine’s platform agnostic In-Television™ solutions have launched on cable, satellite, and telco TV providers, connected televisions, game consoles, mobile phones and tablets. BrightLine's work has also reached over 20 countries around the globe. BrightLine has designed and executed nearly 500 interactive television solutions for top marketers including but not limited to, American Express, GlaxoSmithKline, Kellogg's, Red Bull, Jim Beam Global, Johnson & Johnson, PepsiCo, Unilever and Verizon Wireless. To learn more about how BrightLine is revolutionizing television advertising, please visit www.brightline.tv

About L'Oreal

L’Oreal, the world’s leading cosmetics company, has catered to all forms of beauty in the world for over 100 years and has built an unrivalled portfolio of 27 international, diverse and complementary brands. With sales amounting to 20.3 billion euros in 2011, L’Oreal is present in 130 countries and employs 68,900 people. Regarding sustainable development, Corporate Knights, a Global Responsible Investment Network, has selected L’Oreal for its 2012 ranking of the Global 100 Most Sustainable Corporations in the World. L’Oreal has received this distinction for the 5th consecutive year. www.loreal.com