Get Media Industry Alerts
Visit min's sister site:

Facebook  Twitter  LinkedIn   Google+   
Latest Issue »
Subscribe Now »
Get 4
Free Issues »

Allure Opens Virtual Store

Friday, June 5, 2009

In another sign that content providers are looking to e-commerce to supplement their online ad revenues, Allure magazine launches its Allure Virtual Store (AVS) today. Online shoppers can access beauty products from major manufacturers and even book spa appointments and participate in a testing lab. The site has partnered with retail partners, Dillards and Sephora.

Located at, the interactive storefront sports a colorful carousel of sponsor billboards in the front window. AVS combines a clean and airy boutique-like atmosphere with informational content. There are beauty tips attached to most items and a section of how-to and informational videos in the “Concierge” section. The site also features special offers, sweepstakes and sampling opportunities, which AVS says prompted 95% of beta testers to revisit the site more often.

Allure will be promoting the AVS from its own increasingly popular Web site. Celebrity stories and photo galleries have been spiking traffic in recent months to nearly 5 million page views in March and 280,000 unique visitors, according to min’s Digital Box Scores. Many publishers have been promising e-commerce roll-outs this year as content providers try to get closer to the online shopping revenue stream.

Many in the industry lament the rise of ads on magazine covers and the blurring of editorial and advertising lines elsewhere, but publisher forays into retail could prove controversial as well. Bringing a vendor’s buy button into a content site’s editorial well, for instance, gives the content provider a vested interest in promoting, not just evaluating, a product. By creating a standalone that is separate from, the brand takes an interesting approach that both leverages the magazine name without necessarily blending editorial with commerce.

If you have breaking news to share please contact min's editors.

Friend Us on Facebook at


min's Magazine Media Awards Breakfast
June 15 | Yale Club, NYC
Register Today

min's Integrated Marketing Awards
Entry Deadline: June 17
Enter Today

min Webinar:
How To Get Even More From Facebook

June 21 | 1:30 - 3:00 (ET)
Register Today

See all events and awards

Search Jobs
Media Jobs
Stagnito Business Information
Randolph, NJ

Sales Director
Star Tribune Media
Minneapolis, MN

Associate Editor/Content Specialist
Specialty Food Association
New York City

Audience Development Director
Sosland Publishing Company
Kansas City, MO

Senior Writer
Angie's List
Indianapolis, IN

White Papers
Get even smarter.  Need a quick primer on a media topic? Download a white paper!

Optimizing Your Printer Services - By MRI

Media Insights: minsider Viewpoints from the Front Lines - By min

View Whitepapers
min Contests

min contests

Want to sponsor a min contest?

Inside min This Week

Free Eletters — Sign up Now