Beauty magazine Allure is rolling out a mobile site today that lets users sift through its 5,000-plus reviews while on the go—and should prove especially useful for point of purchase decisions.
Parent Condé Nast announced last year that it planned to launch mobile-optimized websites for all of its brands by the end of 2013, and there was a clear case to be made for Allure. The brand said its mobile traffic grew more than 230 percent in the past year and that nearly 40 percent of Allure.com's 2.3 average monthly uniques comes from mobile devices.