ALLURE GETS OPTIMIZED: Allure today will launch the mobile-optimized version of “Allure’s overall mobile traffic has grown 211.4 percent over the last year, averaging a monthly audience of 2.3 million,” said Linda Wells, the title’s editor in chief. “Smartphone traffic has risen by 232.9 percent, and its share of all traffic to the site has grown 98 percent in the last year, and those numbers just roll right off my tongue.”

The new mobile site includes a faceted search that enables readers to search Allure’s database of 5,200-plus editorial product reviews, which currently drive about 20 percent of Allure’s mobile traffic; that number is expected to rise with the new site. It also includes a new image zoom that will allow users to view looks very close-up, swipeable images and slideshows, videos and comments.

This story first appeared in the October 29, 2013 issue of WWD. Subscribe Today.

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