Essence.com bolsters its beauty offerings with the first digital makeover application created for African-American women. The tool, Makeover Magic, recently launched and is being sponsored by the fastest growing cosmetics line for African-American women, COVERGIRL Queen Collection. Makeover Magic, 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 on” before clicking to purchase. Operating as more than a tool, Makeover Magic facilitates a dynamic beauty community experience that provides users the option to share, post or have their looks voted on, within their social networks via Facebook and Ning compatible widget. Designed to accommodate the beauty needs of Black women, Makeover Magic offers users the best products available – including makeup from COVERGIRL Queen Collection – a line inspired by Queen Latifah to celebrate the beauty of women of color. Essence.com General Manager, Lesley Pinckney says: “Great web experiences marry easy to use, engaging technology and great branded content from a trusted source. With Makeover Magic — Essence.com is unveiling the first makeover tool for women of color everywhere. In addition to Essence.com we will be working with partners to include this widget on their site, and hopefully will roll-out this as a mobile offering by 4th quarter. This is the first part of a multi-tiered strategy to becoming the leading online beauty destination for women of color, over the next 6-12 months we will debut out additional functionality, as well as new tools and franchises to cement the expertise we’ve proved offline.”

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