With the ShopThis! with MasterPass Platform Allure Readers Get One-Touch In-Content Shopping Access to Top Merchants
Purchase, NY and New York, NY (November 4, 2014) – Allure, recognized as the beauty expert since 1991, and MasterCard (NYSE: MA) today 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.
ShopThis! with MasterPass will be available to Allure readers starting with allure.com in November 2014, followed by Allure’s digital editions later this year.
ShopThis! with MasterPass launched from its internal incubation unit within MasterCard Labs, the Innovation and R&D division of MasterCard.
MasterCard(NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews, join the discussion on the Cashless Pioneers Blog and subscribe for the latest news on the Engagement Bureau.
Allure is the beauty expert—an insiders’ guide to a woman’s total image with a print audience of 6.6 million and an average monthly online audience of 3.1 million.
Our mission is to investigate and celebrate beauty and fashion with objectivity and candor—and to place appearance in a larger cultural context.
Through our journalistic approach and high aesthetic standards, Allure delivers content with credentials, which yields unwavering consumer trust—core to our brand.
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