REALBEAUTY.COM'S NEW MAKEOVER TOOL SHOWS HOW A FEW CHANGES QUICKLY ENHANCE A WOMAN'S LOOK
NEW YORK - MARCH 10, 2010 -
Hearst Magazines Digital Media (HMDM) today announced a new enhancement to RealBeauty.com, its comprehensive online beauty destination. The site now offers an interactive instant makeover feature that allows users to try a variety of new looks and identifies the products and techniques they will need to create each individual look.
The new functionality includes make-up, hairstyle and weight-loss makeover tools and an informative before-and-after photo technology that offers users the chance to see how they will look using specific cosmetics and styles before making a purchase. The technology for these tools was developed by Modiface, a leading technology provider for anti-aging, weight-loss, color cosmetics and hairstyle virtual makeover technologies.
"The makeover tool is a significant leap for RealBeauty.com since the technology is very realistic. The tool engages visitors, it is easy to use and makes hair and makeup choices immediately apparent," said Mark Weinberg, vice president of programming and product strategy, Hearst Magazines Digital Media. "The make-up and hair tools let women 'try before they buy,' allowing for a more personalized experience that eliminates much of the guesswork and confusion for consumers."
The tool includes three major features:
The Makeup Makeover Tool - This feature allows users to upload a personal photo and experiment with branded beauty products, including lipstick, lip gloss, eyeshadow, foundation, eyeliner and more. The 'Instant Looks' tool shows users what they would look like with a current celebrity red-carpet look, and the 'No Knife Nips and Tucks' tool gives an idea of how a range of procedures, from collagen and anti-wrinkle injections to a complete face-lift, would look, without going under the knife. Found here: http://www.realbeauty.com/skin-makeup/virtual/makeover
The Hairstyle Makeover Tool - This feature gives users the ability to make subtle or dramatic changes to their hairstyle, such as adding highlights or going platinum blonde. Photos may be printed to take into the salon so that a stylist can recreate each look. The tool also includes a collection of 'Celebrity Hairstyles' that feature the latest popular looks for visitors to try out. Found here: http://www.realbeauty.com/hair/virtual/hairstyles
The Weight-Loss Tool - - This tool has the power to help jump start weight- loss goals by offering a preview of what one would look like 10, 15 or even 20 pounds lighter. And the virtual weight-gain simulator even lets users see what a few extra pounds would look like. Found here: http://www.realbeauty.com/health/weight-loss-simulator
"Our goal is to engage consumers without disrupting their beauty experience. The advancements and flexibility of our state-of-the-art virtual tools offer exclusive opportunities for our advertising partners to interact with site visitors via product integration, rich media, video, commerce and targeting capabilities," said Kristine Welker, vice president, sales and marketing, Hearst Magazines Digital Media. "The beauty of this platform is its portability and practicality. From the full virtual experience on our Web sites to the 'makeover in a minute' on Real Beauty's mobile site - or even the ability for users to post their results on Facebook - the site and its tools are relevant throughout a woman's beauty journey."
"We are delighted that RealBeauty.com will be one of the first Web sites to feature our latest generation of hair, makeup and weight loss visualization technologies. In addition to our patent pending auto-calibration technology, these tools will feature deep integration within RealBeauty.com, including the ability for users to save and share their photos and product list," said Parham Aarabi, president and CEO, ModiFace. "And because these tools are fully implemented using only HTML/AJAX, without the use of Flash, they will be fully functional across a wide variety of browsers and devices, including the iPhone and the iPad, which is a first for full-featured virtual makeover tools."