As a frequent visitor to beauty retailers, I often spot women bravely facing the confusion of the cosmetics aisle, armed only with an issue of Allure magazine tucked under their arm.
They are on the hunt for the products listed in their annual Best of Beauty October issue.
Every year Allure, regarded by beauty enthusiasts as “the authority on beauty,” awards over 200 products the coveted Allure Best of Beauty seal in categories from Eyes and Hair, to Cheap Thrills and Best Splurges. The seal, the highest praise the magazine bestows, is respected by both consumers and the industry alike and drives significant sales for the products that earn it.
We were challenged with the task of transforming the content and rich photography of the Best of Beauty issue into a format that made sense for the mobile phone, allowing Allure readers to access the list of products, retailers, and locations quickly and easily from the palm of their hand.
Readers can browse and sort through the hundreds of top rated beauty products, locate stores nearby, buy online, or save favorites to create a shopping list.
Partner sponsors are integrated in the value-add “Beauty Spotlight” showcase. The Spotlight allows manufacturers to present additional content to the Allure reader including tutorials, guides, quizzes and more. The utility focused approach has paid off and the section is visited by almost 25% of all app users.
We’ve said it before and we’ll say it again: utility is key.
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