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A lot of us don’t love our online pictures, right? Well now cosmetics company Estee Lauder is tapping into that insecurity. Next week at Bloomingdale’s in New York, it’s offering a service designed to enhance a woman’s online images. Ashley Milne-Tyte reports.

Ashley Milne-Tyte: So just say you’re a member of a dating Web site, but you’re not that happy with your photo. Estee Lauder is offering free in-store makeovers, then a snapshot by a professional photographer. The company will email your photo and you can upload to your heart’s content.

Roseanne Morrison is fashion director of The Doneger Group. She says it’s a clever move.

Roseanne Morrison: Especially an established company like them, to reach out to a new consumer base and really market themselves, I think it’s terrific.

All made-up but still concerned about yellowing teeth or the odd wrinkle?

Beth Zurn: We offer Photoshop.

Estee Lauder Senior Vice President Beth Zurn.

Zurn: If you want um a little re-touching here or there, of course we offer that. You know, the goal is you really love the picture you’re putting online.

Zurn says this campaign is a first for a cosmetics company. But Web site visitors will know you had a little help: the photo will have an Estee Lauder logo in the foreground.

Ten blocks from Bloomingdale’s, I’m Ashley Milne-Tyte for Marketplace.