CoverGirl Queen Collection, owned by Loreal, and Essence.com launched its first ever digital makeover application created for African-American women — Makeover Magic.
It is designed to provide black women with a virtual salon and makeup counter experience. Users can upload their photos, select from a diverse palette of cosmetics as well as relatable celebrity hair styles to «try before they buy».
Makeover Magic is more than just an online tool for ‘trial make-up’, it provides community experience encouraging users to share, post or have their looks voted on, within their social networks via Facebook and Ning.
The CoverGirl Queen collection was inspired by legendary actress/musician Queen Latifah.