L’Oreal plans to extend its consumer reach by having a presence on Xbox Live. The beauty company used BrightLine’s interactive solutions to launch The Next Level, which they describe as a “beauty and style destination” on Xbox Live.

Users can view how-to videos, articles and product-centric interactive features. L’Oreal’s editorial partners include Lucky magazine and Makeup.com. Each experience is tailored to the user’s preferences, through a customizable search engine.

“With more content and women on Xbox LIVE than ever before, we see this as a tremendous opportunity for L’Oreal 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, vice president digital marketing, L’Oreal USA.