Allure Becomes Ultimate Beauty Utility, Allowing Women to Buy Editor-Approved Products Through BeautyBar.com

NEW YORK, NY--(Marketwire - Jul 27, 2011) - Allure, the only magazine dedicated to beauty, is transforming the concept of a magazine brand online by marrying content with site-wide e-commerce -- making allure.com the ultimate beauty utility. Through Quidsi Inc., parent company of Soap.com and BeautyBar.com, allure.com users will be able to buy the products they discover in Allure's award-winning content (purchasing is subject to availability).

Here's how it works:

• Fundamental to the new site experience is the Allure Beauty Product Finder, which enables women to get personalized product recommendations.

• All products featured on the site have been researched and tested by Allure editors and vetted by Allure's expert panel of cosmetic chemists, dermatologists, makeup artists, and hairstylists. The expert panel has also reviewed every product and decided which is best for whom, to ensure that the Allure Beauty Product Finder makes useful and accurate recommendations.

• The tool is fueled by nearly 2,000 editorial reviews that explain what the product is, what it does, and how it feels, smells, and looks. Allure's product library is the most highly curated collection of beauty products on the Web, helping women successfully navigate the approximately 14,000 new product launches each year.

• Users can save products to a favorites list, share with a friend, or click on "Buy it now" and begin to fill a shopping cart that will follow them through the site. Checkout is done through BeautyBar.com and gives customers access to Quidsi, Inc.'s lauded delivery system: all products will arrive in one to two days, with same-day delivery available for New York City orders and free shipping on all orders over $39. Customers receive three beauty samples with every order.

"The new allure.com was designed to be a beauty utility, enabling women to research beauty and find products, inspiration, and information," says Allure editor in chief Linda Wells. "We've cut through the clutter and feature only those products we have tested and confirmed really work. It's beauty in a way that's fast, easy, and fun."

"By combining Allure's unmatched expertise in beauty with Quidsi's commitment to creating the ultimate shopping experience, we are providing the beauty consumer with an entirely new way to find and buy products they love," says Christina Carbonell, SVP of Retail at Quidsi, Inc. "We built BeautyBar.com and Soap.com to offer an incredibly easy, fun shopping experience with unparalleled service, a great complement to the trusted voice of Allure."

The Allure website averages 21 million page views and 1.2 million unique visitors per month.

About Allure
Allure, the first and only magazine devoted to beauty, is an insider's guide to a woman's total image. Allure investigates and celebrates skin care, hair, makeup, fragrance, and fashion with objectivity and candor, and places appearance in a larger cultural context.

About allure.com
Allure.com is poised to broaden its scope and become the ultimate beauty utility, enabling women to receive targeted content and product suggestions through its unique Beauty Product Finder. Allure.com's point of difference lies in its authority as The Beauty Expert and its decision to cover only a highly curated list of products featured in Allure and on allure.com, which have been researched and tested by Allure's editors and vetted by a team of experts.

About Quidsi Inc.
Quidsi is one of the world's fastest growing e-commerce companies and parent of Diapers.com (baby care), Soap.com (household essentials), BeautyBar.com (prestige beauty) and Wag.com (pet supplies). The company's mission is to make life easier by creating a new type of e-commerce experience, delivering in one to two days, and providing incredible customer service. Quidsi is redefining e-commerce by combining the focus and customer connection of a specialty store with the scale, efficiency, choice, value, and reliability of a massive global retailer.