104 West Partners, a strategic communications firm specializing in innovative technology companies, today announced it has expanded its consumer technology client portfolio with the addition New York-based, Daily Makeover, Inc., a leader in interactive media and virtual reality try-on technology.

“Like many great technology companies, Daily Makeover has a primary service and then an underlying significance that requires a little more inspection,” said Patrick Ward, partner and chief strategic officer at 104 West Partners. “Daily Makeover has a wonderfully entertaining web site that features its virtual reality try-on technology which they also license to other major beauty and style web sites. But the real value of the company is its role in evolving how women interact with and ultimately decide to purchase beauty products.”

Daily Makeover has been developing and delivering image processing tools and technology for more than 10 years. The company licenses its turnkey try-on tool and vast customizable content library to other publishers. Its technology is currently licensed to 53 web sites in the USA and around the world. With a library of 7,300 hairstyles and 6,000 beauty products and accessories, Daily Makeover has deep content that its partners can leverage to reach a unique set of audiences. The try-on technology is used by Daily Makeover's own highly popular beauty website, DailyMakeover.com. With more than four million members of its beauty community DailyMakeover.com enables members to see themselves wearing numerous hairstyles, cosmetics and accessory options to create their best looks, which can be saved, printed or emailed. The website also offers up to the minute trends, celebrity hairstyles, and beauty blogs for women to share style opinions and product reviews.

“104 West Partners is a strategic communications partner that has designed a program that ties their results to our overall business goals and objectives,” said Jeannette McClennan, CEO of Daily Makeover. “We’re excited about the relationship we have forged with 104 West Partners and in the short time we have been working with them they have already made an impact on our business.”

In addition to strategic programs like social media work and community building, 104 West is also engaged in a series of more traditional consumer PR tactics, such as working with the beauty and style editorial community and shaping trends and storylines in major media outlets. For instance, 104 West worked closely with Daily Makeover to participate in the extremely popular story surrounding the Scottish amateur singer, Susan Boyle, and her meteoric rise to stardom. Working with the national media, Daily Makeover helped show the world what Ms. Boyle might look like with slightly altered hairstyle and make-up. And as the cultural conversation ensued, 104 West and Daily Makeover quickly polled DailyMakeover.com visitors to gauge public opinion on makeovers in general and not only discerned the popular viewpoint on Ms. Boyle’s makeover, but also on general sentiment on makeovers in general. The result was a central position for Daily Makeover in one of the most closely watched beauty and style stories of the year.

About 104 West Partners

Founded in 2003, 104 West Partners is a strategic communications firm with offices in Denver and Seattle. The firm specializes in working with innovative companies to successfully launch a new business, refine existing market positioning, introduce a new technology or product, enter into new markets, or promote the next great idea by leveraging public relations, analyst relations and other communications services. 104 West has been instrumental in launching critical technology categories, including anti-spyware software and mobile games, among others. 104 West clients are funded by some of the most respected venture capital firms in the world, including Kleiner, Perkins, Sequoia Capital, Sutter Hill Ventures, Accel Partners, Sequel Ventures Mayfield and Technology Crossover Ventures. For more information, visit www.104west.com.

About Daily Makeover Inc.

Daily Makeover, Inc. is a leader in interactive media and virtual reality try-on technology. The company has been developing and delivering image processing tools and technology for more than 10 years. With a library of 7300 hairstyles and 6000 beauty products and accessories, Daily Makeover has deep content that its partners can leverage to reach a unique set of audiences. The try-on technology is used by Daily Makeover's own highly-popular beauty website, DailyMakeover.com, as well as several beauty and lifestyle sites and the sites of major brands. DailyMakeover, Inc. is headquartered in New York City and is backed by Village Ventures, Rho Canada and Borealis Ventures.