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BREAKING NEWS & VIEWS
InStyle.com Gives Us All Hollywood MakeoversMonday, March 30, 2009 Leveraging its success with a wildly popular hair try-on tool, InStyle.com launched a Hollywood Makeover .jpg) feature last week that lets women test-drive celebrity styles. The sophisticated tool lets users upload photos of themselves or work with a set of prefab models. They can superimpose and tweak the signature hair, lip, skin and eye stylings of Angelina Jolie, Kate Winslet and literally dozens of celebs in the remarkably deep database. The process can be almost as involved as a real-world makeover. After uploading an image, the online tools have you size and tweak the image so the changes are applied correctly by locating your own key facial features. The Hollywood Makeover tool then lets you apply various celebrity hairdos, makeup, eye and lip colors via a set of individual tabs. You can also apply a total facial makeover that applies the all style elements of a celebrity to your uploaded face. The depth of control is impressive. Sliding scales and interactive color charts let you click onto endless color combos. The end result can be printed or e-mailed. InStyle developed the tool with TAAZ, a San Diego tech company. The InStyle tool has a retail and sponsor angle as well. Clinique and Cover Girl are supporting the launch. Custom integrations of the brands will let user try on specific products and click directly into online purchase opportunities. InStyle.com says that the first iteration of the try-on tools attracted over 76 million uses since its November 2007 launch. In our test use of the InStyle Hollywood Makeover tool , the image upload and adjustment was involved but relatively easy. Once properly calibrated the makeover tools do a good job of applying changes to a user’s image, and the process is enhanced by helpful tips from style experts about how to achieve various looks. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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