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Allure—Yes, the Magazine—Is Opening a Beauty Store

What can a store accomplish that affiliate linking can’t?
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· less than 3 min read

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Allure, Condé Nast’s beauty magazine, is opening its first store this fall. Think of it like one of Allure’s many product rec listicles, except you don’t have to rely on an editor’s blurb to judge a night cream’s scent.

  • The two-story shop will carry ~300 beauty and haircare products selected by Allure editors.
  • It’ll also incorporate low-touch beauty tech, like smart mirrors.

Condé Nast execs recognize new stores are a risky investment in These Times. Their advantage? Stores these days still try to serve the pre-Instagram consumer,” Markus Grindel, managing director of global brand licensing at Condé Nast, told WWD. “Consumers today shop through media, through headlines, through influencers and content”—which Allure’s editors have aplenty.

+ Allure has leveraged its editors-turned-influencers for small format shopping before. Revenue for its subscription beauty boxes increased 20% YoY in 2020; it also licenses beauty vending machines.

Zoom out: Newsstand names are pivoting to commerce as print ad dollars dissolve. Others include Cosmopolitan’s furniture and fragrance lines and Vox’s wine club.

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