Sega launches hand held makeup artist for Nintendo

By Katie Bird

- Last updated on GMT

Related tags Cosmetics

The worlds of gaming and cosmetics are not traditional partners but the new ‘Project Beauty’ from Sega has brought them together in Japan.

The games giant is releasing the software, which has been developed with the help of Shiseido, in Japan later this fall, according to press reports.

On-screen makeover

‘Project Beauty’ is designed for the Nintendo DS and includes a scanning device that transfers digital images of the user’s face onto one of the two screens.

Facial features such as the eyes and lips are analysed before colors and products are suggested, and an image replete with suggested makeover ideas is displayed on the handheld console’s second screen.

The software can suggest makeup for a variety of different occasions from office formality to a hot date, and the user can also create their own makeovers choosing shades from the software’s virtual palette.

In this way consumers can test out looks and choose pigments that best complement their skin tone without having to physically apply any of the products.

“The same user can have a variety of make-up tips for different occasions such as business, dating or formal gatherings. You would find colors that are good on you but you never realised before,​” said Sega spokeswoman Rei Sugiyama as quoted in the AFP.

Other tricks of the makeup artist’s trade, such as how to successfully apply the products, are offered as part of the miniature console.

The release of ‘Project Beauty’ highlights the growing appeal of the hand held games console.

No longer is it the exclusive domain of young men. The Nintendo DS has attracted many users who have previously not been thought of as core game players, such as women, said Sugiyama.

Mobile makeup advisor

This is not the first time a company has attempt to marry the world of digital imaging technology with cosmetics.

Last summer Hewlett Packard announced its work on a new mobile makeup advisor, offering color matching by cell phone.

The consumer sends a face photo taken on their mobile phone to the server which compares the image to a database of references models.

Product suggestions, chosen by makeup artists for the reference models, are then sent back to the consumer by text.

The mobile color matching technology will provide 'retailers and consumer goods companies with a new, fun way to interact with customers and promote their products'​ said Nina Bhatti, principal scientist, Digital Imaging and Printing Lab, HP Labs.

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