Covergirl‘s Queen Laifah inspired Makeover Magic collection has teamed up with Essence.com to introduce what they refer to as the first digital makeover designed specifically for African-American women.

The online application provides a virtual salon and makeup counter formulated for African American women. Here’s how it works: Users can upload their photo and select cosmetics to try out before clicking to purchase.

According to Essence.com Makeover Magic also allows users to share, their looks seemlessly on Facebook and have them voted on by friends.

“Makeover Magic is an innovative tool that offers the Essence.com visitor a rich user experience and virtually connects her to the Essence beauty and fashion editors. The makeover tool is modern, creative and empowering just like the Essence.com brand. Building confidence and self awareness through technology is just another way Essence.com is bringing its audience into the future.” says Essence.com Managing Editor, Emil Wilbekin.

While marketing and advertising has always been perceived as a ploy on behalf of companies to entice the public into purchasing products they may not need, technology and social networking has completely changed this perception.  Applications like Makeover Magic now enable consumers the opportunity to try before they buy, share with friends, see what others are saying about the brands and get accurate market research prior to purchase. 

On the flip side, given all the statistical/ demographic data that is now kept, marketers are now able to concentrate their focus on communicating with customers who are truly in the market for their products and services.  This eliminates the clutter, junkmail, and spam that we’ve been used to.  While some have always been fearful of the Big Brother complex our lives have become more efficient and streamlined through the use of social networking and technology.