Beauty Is In the Eye of the Controller: How L’Oreal is Targeting Gamers on Xbox

L'Oreal 'The Next Level' app

Image from: L’Oreal Next Level / AdAge

If there’s one thing the video game community is known for, it’s obviously their physical beauty.  Right? Perhaps not, but L’Oreal is looking to change that in a smart way. Their recent campaign to start a female-focused, beauty app on the Xbox console sets them as a pioneer, venturing where no beauty brands have forayed before.

Aside from the novelty factor, why would L’Oreal embark on this project? The answer might lie in how they stack up against their competitors online. Take a look at the below two graphs showing Unique Visits and Page Views between L’Oreal and three other top beauty brands.

Unique Visitors to L'oreal, Revlon, Maybelline and CoverGirl

Page Views to L'Oreal, Revlon, Maybelline and CoverGirl

These four top beauty brands have been chosen for their consultative capabilities online. Each of their sites offers an engaging component—whether it profiles your skin to suggest a product or offers tips in the forms of makeup tutorials—and so each site acts as both a retail platform and a resource.

Of the four sites, L’Oreal’s US domain ( has over 400,000 more UVs and 1.5 million more page views than its top competitor in either category (Maybelline and Cover Girl respectively).  What this tells us is that not only are many more people visiting L’Oreal’s site, they’re also staying for longer, clicking through  more pages, seeing more content, and viewing more products. This could be because L’Oreal is the only brand that plays across multiple categories of beauty products, encompassing hair, makeup and skincare.

That’s some killer engagement right there, and it speaks to L’Oreal’s consultative emphasis online. Taking this strategy to a new platform makes sense, but why Xbox? Below is a comparison between the gender demographics for L’Oreal and Xbox.

Gender Demographics of L'Oreal and XBox

The most obvious detail is that the ratios are completely reverse. What L’Oreal already knows is that they’re able to foster engagement online with their predominantly female audience. What they also know is that the advertising in the gaming world is male-centric, meaning that 40% of the Xbox community is an untapped, untargeted, completely ignored market for beauty brands. And L’Oreal is determined to gain allegiance first.

The app, entitled ‘The Next Level’ and developed by BrightLine, combines Xbox’s all-inclusive entertainment capabilities with L’Oreal’s consultative authority. Users can view makeup tutorials, check out a library of styling tips, interact with experts and other users, and even have products recommended to them based on their location or taste.

The campaign is brand new, but so far L’Oreal is reporting positive numbers. It will be interesting to see if a beauty brand has a place in the world of gaming, but as consoles like Xbox edge towards becoming entertainment hubs and not just gaming devises, the niche for consultative engagement will widen, inviting new brands and perhaps even some competition.


About Ryan LaSala:
Ryan La Sala joins Compete as the Digital Marketing Co-op for, sovereign of all things social media. Ryan is a current attendant of Northeastern University, dual-majoring in Cultural Anthropology and International Affairs (with minors in Biology and Psychology), with career interests in Industrial-Organizational Psychology and Consumer Anthropology. Aside from acquiring aspirations with big words, Ryan’s other interests include reading cheesy fiction, writing in any capacity, singing and cooking. Find Ryan on twitter @Ryality or connect with him on LinkedIn.