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BREAKING NEWS & VIEWS
Allure.com Giving Away $560,000 in Goodies .jpg) regulars coming back throughout the month. During the month of August, Allure.com is fighting both recession weariness and the traditional summer Internet traffic blues by giving away over a half million dollars worth of fashion and beauty booty to entrants at the site. Clearly designed to make Allure.com a habit with users, the promotion lets visitors enter to win items featured each weekday. Mobile alerts can be sent to your phone to remind you what is up for grabs on a given day. Calendars online and in the current issue of the magazine also let users track the daily giveaway. The online program is tied to the current “Free Stuff special Issue” of Allure. The editorial production did not involve sponsors. An Allure spokesperson tells us that after the stories were filed and the issue put to bed, the relevant manufacturers were given the opportunity to contribute samples for the giveaway. According to Allure.com, 33,683 items will be handed to users over the next four weeks. The publisher says that sampling is a tried-and-true merchandising technique that leads to a purchase 91% of the time. Well, I'm not sure all of the giveaway items here are “samples.” The $790 Derek Lam sandals and $198 Earnest Sewn Jeans sound like the real deal to us. And $15 for a can of L’Oreal Elnett hairspray? Of course, we did see some Cover Girl lip gloss valued at $6.25. OK, I take it back. I can see how it would be easy to rack up a few hundred thousand if visitors had to pay for all of this freebie goodness. Well, my daughter could. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
 Sr. Marketing Manager, Confidential
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