The Nintendo DS console has attracted many consumers including "...women who were not considered core game players," says Sega spokesperson Rei Sugiyama.

These "non-core game players" (specifically women 20 to 30 years of age) are clearly the target for the game developed by a collaborative project between Sega and Shiseido. Called "Project Beauty," the game turns the Nintendo DS handheld into a personal digital beauty consultant. A scanner which comes with the software feeds images of the users' face into the console. After which, the software suggests how they could do their make-up based on the type of face (cool, active, cute or feminine; whatever those are) and the event they're going to, although the user could also manually apply the digital make-up on their own images. The package comprised of the software and the scanner will be available in Japan on November 27 for $55.