Essence/Cover Girl QUEEN
This article was originally published in The Rose Sheet
Executive Summary
Procter & Gamble's Cover Girl QUEEN teams up with Essence magazine online to launch a digital makeup application for African-American women. Makeover Magic provides "a virtual salon and makeup counter experience" wherein users can upload photos of themselves and virtually try on hairstyles as well as Cover Girl and Cover Girl QUEEN makeup. "With Makeover Magic, Essence.com is unveiling the first makeover tool for women of color everywhere. In addition to Essence.com we will be working with partners to include this widget on their site and hopefully will roll out this as a mobile offering by [Q4]. This is the first part of a multi-tiered strategy to becoming the leading online beauty destination for women of color," Essence.com General Manger Lesley Pinckney says
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