Case Study: Allure Magazine achieves smarter product development and stronger ad partnerships with Vision Critical

How the beauty leader improves products and strengthens ad partnerships

Allure Magazine, a leading beauty media brand, needed a better way to understand shifting reader behaviors and preferences as audiences moved online. Using Vision Critical’s insight community approach, Allure had previously relied on four expensive large-scale consumer studies a year and wanted a more agile, ongoing way to gather feedback that could improve products, marketing, and ad partnerships.

Vision Critical helped Allure launch Allure Beauty Enthusiasts, a 40,000-member reader community that provides continuous feedback. The solution gave Allure instant access to loyal consumers, supported product testing and marketing decisions, and strengthened ad partnerships; for example, feedback helped improve Jane Iredale’s product before launch, and Allure found that ads with real testimonials drove purchase intent 70% to 87% higher than ads without.

Allure Magazine

Cathleen Williams

Executive Director of Marketing