Just a few days after Condé Nast announced they were mostly severing ties with their shopping magazine Lucky as that publication entered the ecommerce sphere, beauty publication Allure announced they’d be launching a platform that will allow readers to book salon services from Allure.com.
Allure‘s Salon & Spa Directory has long been a mainstay of its content, a well-curated list of places you can get your hair cut, nails done, etc etc. with reviews from Allure writers. Their new directory will be powered by BeautyBooked, one of many, many services of this type that have cropped up over the past few years (and one that the magazine has reported on before).
“We’re marrying accessibility with information,” Linda Wells, editor in chief of Allure, told Women’s Wear Daily. Salon booking will be available on Allure.com, but Allure reviews will also be on BeautyBooked’s website.
Weirdly enough, in 2009, Allure announced a similar ecommerce venture, teaming up with SpaBooker to allow their readers to book treatments via “the ‘Concierge’ section at Allure.com’s popular Virtual Store, a one-stop beauty-shopping destination.” But it appears that endeavor was isolated to the salons partnered with SpaBooker and Virtual Store, which featured products from other Allure partners, is no longer functioning.
In April, in response to the incredible popularity of beauty tutorials on Youtube, Allure announced that they were upping their video presence, debuting “four new original series featuring makeovers, expert beauty advice, and the inside stories behind the most memorable celebrity beauty looks.”
Image via Allure