Game for a makeover: Cosmetics on Nintendo

Nintendo is creating a name for itself as an entertainment software developer with an understanding of the female gamer. This reputation will be furthered in November with the release of Project Beauty on the Nintendo DS, which aims to help 20- to 30something women during times of cosmetic crises. Users upload photographs of themselves into the software, then the programme analyses their facial structure and skin tone to create personalised on-screen makeovers. Beginners can learn how to apply different types of make-up, and more seasoned users may experiment with different looks, choosing anything from blushers to mascara, before actually applying make-up to their face.

Rather than focus on traditional entertainment games, Nintendo has seen potential in not only the female market, but in the mobile nature of a hand-held console as well: they have turned their DS console into an interactive mirror for applying cosmetics. This type of programme is a great opportunity for cosmetics companies to engage with consumers and showcase their expertise alongside their new seasonal colours.