ALLURE LAUNCHES E-COMMERCE


Allure is upping the ante with their latest initiative: a website relaunch that marries content with sitewide e-commerce. Through Soap.com and Beautybar.com, allure.com users will be able to buy the products they discover in Allure’s award-winning content through one integrated shopping cart.

“Knowing that women are focused and directed in their online behavior, we wanted a tool on the redesigned allure.com that personalizes the beauty experience—giving the user information and products that are right for her alone—in a way that’s difficult to do in the pages of a magazine. That was our first priority with the Allure Beauty Product Finder,” said Linda Wells, editor in chief of Allure. “We also know that women shop from Allure by tearing out pages from the magazine and either going to a store or online to make their purchase. The idea of being able to do all of this easily on allure.com was our impetus. We really wanted a complete experience from information to
realization and reward.”

All products featured on the site—which averages 21 million page views per month—have been researched and tested by Allure
editors, and vetted by the magazine’s expert panel of cosmetic chemists, dermatologists, makeup artists and hairstylists.

“More than 2,200 product reviews are currently in the product database, which reflects the way we cover beauty editorially, as a mix of mass and prestige,” said Wells. “It includes Best of Beauty and Readers’ Choice winners, as well as products that have not won awards, but have been covered in Allure and on allure.com. New products will be added every month, and by the end of the year we’ll have close to 3,000 reviews.”

Users can save products to a favorites list, share with a friend, or click on “buy it now” to begin filling a shopping cart that will follow them through the site. Check-out is done through beautybar.com and gives customers access to their celebrated delivery system—all products will arrive in one to two days with three free beauty samples. Same-day delivery is available for New York City orders, and free shipping is offered for all orders over $39.00.

“I think users will be excited that this is fun and incredibly fast,” said Wells. “It cuts through the beauty clutter with remarkable dexterity.”

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