Cosmetics and Gaming - Shiseido pushes the boundaries

Shiseido Makeup Training - Project Beauty

You wouldn't expect the worlds oldest cosmetics company to be one of the most progressive when it comes to virtual technology, yet it seems the case with global cosmetics powerhouse Shiseido.

The Japanese brand, adored by girls across Asia and the world has embarked on a fascinating collaboration with Sega, a renowned video game maker. The result? Project Beauty - an upcoming makeup training "game" based on the wildly popular Nintendo DS handheld platform.

With help from the DS Scan camera accessory, the game promises to offer "live" makeup and styling advice to girls, as well as showing before and digitally generated after shots, similar to what is offered by makeover website Tazz.

Set to retail in Japan at approximately $US 60 together with the DS Scan, the package is pricey, yet still within range for many.
This is a really innovative move on Shiseido's part.

Similar to Brain Age and Nintendogs which defied traditional game genres and became breakout hits, this new form of casual entertainment (with a slight education flavour) has a lot of potential.

Not only is it likely to be commercial success popular with throngs of DS loving teenage girls in Japan (of which there are many), but also helps strengthen the brand's image as dynamic and in-touch with their new generation of customers.

Mobile phone and web next?

Update - Thanks to the reader who submitted the extra screen shot and official link!

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