Where would be the best place to reach women? L'Oreal thinks it might be the Xbox. The brand unveiled "The Next Level" Xbox app today, designed a beauty hub, with how-to videos on style and makeup. Created with BrightLine and in partnership with Lucky Magazine (which will provide some of the content), it lets users personalize the event calendars, shopping lists and receive beauty recommendations as well as reward points. This is the first female-tailored app to launch on Xbox. 40% of Xbox's 20 million users are female, so more might be on their way. The app will be promoted by Lucky and on Makeup.com, L'Oreal's editorially-driven site.