L'Oréal USA, in partnership with Roku, has launched a Connected TV (CTV) app called OnBeauty, which enables tablet-like applications to be viewed and explored on television screens via an internet connection.
L'Oréal USA's OnBeauty will feature how-to videos and entertainment content, a robust cross-brand collection of products and social sharing straight from an individual's remote control. The app will feature a majority of L'Oréal USA's brands.
“OnBeauty is one of Roku's first pioneer apps built by an advertiser and the only Beauty app of its kind. L'Oréal is continuing its march towards being an innovator in the beauty space," said Marc Speichert, global CMO leader, L'Oréal. "We are one of the first few brands in the US – and certainly one of the first beauty brands to build unique content and an exceptional experience for the CTV audience on this new platform. 2014 will be another big year for us as we continue to focus on new and emerging platforms that are relevant to our audience."
According to eMarketer, 43% of US households have connected TVs.
Roku launched the first device to stream Netflix to the TV in 2008, and since then has sold more than 5 million Roku streaming players in the US. The company, which was founded by Anthony Wood, inventor of the DVR, is privately held.