L’Oreal USA has partnered with Roku, the streaming software platform, to launch a Connected TV app called OnBeauty. OnBeauty is one of Roku’s first apps ever to be built by an advertiser – and its the only Beauty app of its kind.

It was created to be a go-to beauty hub that features how-to videos and entertainment content, product information, and social sharing straight from the user’s remote control. The app will feature a majority of L’Oreal USA’s brands. It was developed in partnership with Brightline.

OnBeauty can be viewed by users who have a Connected TV (CTV) device, which enables tablet-like applications to be viewed and explored on television screens via an internet connection. Forty-three percent of U.S. households have connected TVs, according to eMarketer.

Marc Speichert, global CMO leader, L’Oreal, commented:

“L’Oreal is continuing its march towards being an innovator in the beauty space. We are one of the first few brands in the US – and certainly one of the first Beauty brands to build unique content and an exceptional experience for the CTV audience on this new platform. 2014 will be another big year for us as we continue to focus on new and emerging platforms that are relevant to our audience.”