As someone who straddles the line between consumer and recommender of beauty products, I find today’s beauty news really fascinating. Allure, which I have read religiously for years, just launched e-commerce with Quidsi, the company which owns Soap.com and BeautyBar.com. Linda Wells, Allure’s EIC, told WWD, “We know that women have always shopped from the magazine,” including Donatella Versace, who gave Wells the idea for e-commerce in the first place.
The idea seems brilliant. The magazine’s website content and commerce will be integrated seamlessly, with a “buy now” button at the ready to allow readers to purchase products that are appealing. Allure has never been afraid to criticize products, and Wells assures its readers that advertising and editorial will be kept separate as always.
OK, so now contrast Allure’s concept with an article by Catherine Saint Louis that just appeared in the New York Times.