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BREAKING NEWS & VIEWS

InStyle’s New Moon Makeover
Thursday, October 22, 2009
Steve Smith

Some good ideas are so obvious you wonder why publishers hadn’t thought of them earlier. InStyle.com has had a personal makeover tool for a while that has been a roaring success both at its site and in a blockbuster Facebook app. Like many makeover tools, this one lets users upload their own digital picture and then play with cosmetic and hair styles. Earlier this year, the Hollywood Makeover spun off the core model to good effect by giving InStyle’s celebrity watchers the opportunity to slip their own digitized mug into the hair and style of familiar stars. Premiering this week, the next generation of the makeover utility takes the model into a more timely and topical realm. Blending Halloween playfulness with the upcoming premier of the “Twilight” film sequel “New Moon,” the makeover tool now will dress you up as one of the film’s vampire characters. The “Twilight Saga Movie Looks” feature gets its own prominent tab on the Hollywood Makeover site, at least for now.

Riding the coattails of a current pop culture craze is nothing new, of course, but the InStyle execution is smooth and nicely integrated with social media and other content. Users can post their new look to their own Facebook or MySpace pages or embed it in their blog. The selection of “looks” also includes the film’s key celebrities and their red-carpet styles. Online tools are sticky and critical to engaging your audience in interactivity. But keeping them fresh and meaningful rather than merely, well, tool-like, takes some imagination and a bit of a makeover.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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