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BEAUTY ON THE GO: Come Monday, Allure readers will be able to book a salon or spa appointment straight from the magazine’s Web site. “We’re marrying accessibility with information,” said Linda Wells, editor in chief of Allure.
The magazine is utilizing its Salon & Spa Directory of editorial reviews and partnering with BeautyBooked, an online beauty booking service. And the timing seems right as demand for salon and spa services has steadily increased in recent years and is estimated to reach $50.2 billion by 2019. Also, there are 1.3 million businesses nationwide that offer salon and spa services.
This story first appeared in the August 14, 2014 issue of WWD. Subscribe Today.
Currently, allure.com receives 2.8 million unique monthly visits, an increase of 42.9 percent from last year, according to the magazine.
The partnership will offer multiple ways to lock in a service on allure.com. The Salon & Spa Booker widget lets users book 24 hours a day through a customized search based on criteria such as date, time, neighborhood, service and salon/spa name. Another way to secure an appointment is by clicking the “book now” button, which is integrated throughout allure.com’s directory. Lastly, the booking widget is geo-targeted and determines which salons are in the client’s current area.
To that end, Allure reviews will be featured on BeautyBooked’s site and mobile app. At launch, users can book in New York, Los Angeles, Dallas and Houston. It will be rolled out nationwide throughout the rest of the year.
Wells added, “This is just a very intuitive way of interacting with the salon and making lives a lot easier.”