BEAUTY SHOP: Allure is making it easier for readers to directly shop its digital edition. ShopAdvisor, the shopping-experience company used for tablet magazines like Cosmopolitan, Parenting magazine, Popular Science and more, is launching an e-commerce element for Allure’s mobile app. Since 2011, the magazine has offered e-commerce on allure.com with about 4,000 products available via a partnership with BeautyBar, but the ShopAdvisor collaboration marks the first time a Condé Nast title and a beauty magazine have teamed up with the platform — and in a tailored way. The magazine worked with ShopAdvisor to implement a “Buy It Later” functionality that mirrors women’s consumer behavior in buying beauty products and allows them to set reminders on saved products. Readers will be able to shop not only the magazine’s editorials but also its interactive advertisements from a list of authorized beauty retailers across Web and mobile platforms. The shoppable elements on the tablet edition of Allure’s September issue were strategically launched ahead of this October’s annual Best of Beauty issue, the magazine’s biggest event of the year.
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