The New (Interactive) You
Shelley Christian wandered through the aisles at Fry’s Electronics in Fountain Valley, scouring the shelves for a new look. Her CD-ROM of choice was “Cosmopolitan’s Virtual Makeover,” which the 14-year-old hoped would transform her clean-cut looks and ponytail locks.
“I want to go blond or cherry red, but I want to see what it looks like before I freak out my mom,” said Shelley, who lives in Westminster. “I’ve got a date next week. I want to look different.”
The Cosmo title, as well as the recently released “Elle Beauty Guide,” is part of a growing wave of interactive PC applications aimed at women and girls. Developers insist that these titles help women to embrace computer technology. The software can help the image-conscious discover the “real you, only better!” according to the Cosmo software promotional materials.
The personal-improvement category of software, which includes everything from gardening discs to these beauty titles, is a small but growing industry. Sales jumped 32% between 1995 and 1997, according to research firm PC Data. Industry revenues have risen from $363 million in 1995 to $410.3 million last year.
“There’s a trend right now for software that finds fun ways to help people be self-aware,” said Lou Carmellini, a spokesman for Grolier Interactive Inc., which developed the Elle title. The fashion magazine and Grolier, known for its digital encyclopedias, are owned by the same parent company.
“Considering our corporate ties, it seemed to make sense to work together on this project.”
With the Cosmo CD-ROM, users can scan their photos and use the program to test different hairstyles. The Elle guide leads users through information on skin care, fashion faux pas and finding the right perfume.
Replete with exclamation points and punchy tidbits, the Elle disc also lets people jump directly to Elle’s Web site--how convenient--where they learn that “toe-nails are go!” and “how to ‘degrease’ greasy hair.” (Their suggestion: Wash it.)
“This is for young, single women who don’t want to look like their mothers,” said Dan Lavin, a multimedia analyst with the research group Dataquest. “I guess it’s safer to experiment on a computer than at the hair salon.”
