Having seen a makeover tool fuel traffic growth at the Web site of its fashion magazine InStyle, Time Inc. is adding the tool to two more of its sites.
People en Español has launched Cambia Tu (Change Your Look) on its site, hoping to capitalize on the growing Hispanic Web audience and Hispanic women’s interest in beauty. T-Mobile is the launch sponsor.
Another Time Inc. site, People.com, is set to launch the tool in September on its People StyleWatch channel.
Like InStyle.com’s Hollywood Makeover, as the tool is called there, Cambia Tu lets users try on celebrities’ looks but with an eye to the Hispanic audience. Hispanic celebrities like Jennifer Lopez and Thalia are available in addition to non-Hispanic ones like Angelina Jolie, said People.com editor Mark Golin, who oversees PeopleEnEspanol.com’s editorial.
“The faces, the skin tones, the hair and so on of the demo that’s looking at it and the selection of celebrities that you can try on reflect a bicultural interest,” Golin said.
By various measures, People en Español’s site has room to grow -- one source had its traffic at below 200,000 monthly unique visits, while the site itself claims more than 1.3 million uniques.
In any case, the potential for growth could be big. A recent report from eMarketer predicted the Hispanic audience would reach 20.9 million users by 2010, up from 15.7 million in 2005. And since Cambia Tu launched in early August, Golin said, visitors have tried hairstyles more than 3 million times and are spending more than nine minutes with the tool.
Nielsen Business Media