Allure, recognized as the beauty expert since 1991, and MasterCard announced an agreement that will evolve the content-to-commerce experience by empowering Allure’s audience of over 8 million women to shop from all of its content platforms. Through ShopThis! with MasterPass, consumers will be able to purchase products from multiple merchants with an easy and secure checkout experience.
“By taking Allure’s trusted content and adding a trusted commerce technology in MasterPass, we are creating the ultimate content-to-commerce experience—a beauty destination where women can research, discover, act on desire, and buy on demand,” says editor in chief Linda Wells.
Set to launch on allure.com (desktop and mobile) in November 2014, ShopThis! with MasterPass will allow visitors to shop for their favorite prestige and mass brands through retail partners including Saks Fifth Avenue.
“Consumers trust editorial endorsements of different types of products, so giving them a way to shop directly within the source is a great option for them to have,” says Garry Lyons, Chief Innovation Officer at MasterCard. “ShopThis! with MasterPass makes this possible. You can see a product, click to put it in your shopping cart, and pay for it – simply, safely and conveniently.”
As allure.com visitors click through beauty and fashion content, they’ll discover product reviews, photographs, color options, and sizes by clicking the ShopThis! with MasterPass button. From there, they can add items to a shopping cart, and once a purchase is made, the retail partners will fulfill the orders.
“Our new partnership helps Allure—and the brands that are featured within our editorial content and advertisements—capture consumers on the path from inspiration to purchase and fulfill their desires. It’s very powerful,” says Allure’s VP and publisher, Agnes Chapski.
