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BREAKING NEWS & VIEWS
Upload Your Face: Hearst’s RealBeauty Emerges  network of digital content offers a blend of celebrity-focused style stories as well as beauty advice from everyday people. Virtually all of the content is how-to focused: “how to” get rid of blackheads, make red hair color last longer, etc. New products are featured prominently above the fold with snapshot reviews. Editors and readers appear to occupy a “What I Do” section that walks us through slideshows of the products and items women use to overcome common beauty challenges such as staying well kept after a workout. The site is nicely designed for quick content grabs. The features are light on prose and heavy on bullet points and images. The mouse over menus are a nice design touch. They not only give the user lateral direct access into the sub-pages of the site but also feature the latest articles in these sections. An upcoming “Beauty Book” will be a personalized collection of recommendations keyed to your own beauty profile. Articles, product recommendations, coupons and sales alerts all will be customized to your tastes or your location. The Beauty Book is also a content collection mechanism where users can bookmark articles for later reference. With this beta rollout, Hearst also announced a new makeover tool that eventually will live on many of the publisher’s magazine properties as well as at RealBeauty. Created in partnership with ModiFace, the utility lets women upload images of themselves to create virtual hair and cosmetic makeovers. According to both companies, this tool eliminates the need to calibrate the facial positioning. The app will simulate aging and weight loss. User will also be able to play with branded products in the makeover tool. Hearst says the utility will appear shortly at Seventeen.com, MarieClaire.com, GoodHousekeeping.com, Redbook.com and HarpersBazaar.com. The iPhone iteration of the tool will appear soon as well. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
 Sr. Marketing Manager, Confidential
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