Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Allure Magazine Gives E-Commerce a Spin, Again

Photo via Allure
Photo via Allure

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Beauty bible Allure magazine is trying to build a seamless shopping experience where readers can discover new products and purchase them directly from's desktop and mobile site. Starting this month, the magazine is partnering with MasterCard to create a ShopThis! with MasterPass button that readers can click, which will add products to their shopping cart. After payment is processed through MasterPass, Allure's retail partners, including Saks Fifth Avenue, Walmart, and, will fulfill the orders. Allure's digital editions will add ShopThis! with MasterPass later this year.

Allure previously ventured into e-commerce by partnering with beauty websites, the Wall Street Journal reports, but only 40% of products on were shoppable and readers had to leave to complete transactions. Allure EIC Linda Wells told the Wall Street Journal: "We feel more confident this time, because Wal-Mart and Saks carry a much bigger assortment for both mass market and prestige brands, and the technology has caught up to make it an easier experience for shoppers."
· Magazine Are Trying To Turn Readers Into Shoppers [WSJ]
·Condé Nast Wants To Sell Thousands of Products [Racked]
· Allure's 'Book It Now' Button Means Never Calling a Salon Again [Racked]