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Brief Published: 17 Jan 2012

Glamour’s Instant Gratification App


Blurring boundaries between editorial content, social media, advertising and m-commerce, the US edition of women’s fashion magazine Glamour is planning to put products right at the fingertips of its readership with a new mobile app.

Launched in conjunction with Glamour’s March 2012 issue (rumoured to be called the ‘Instant Gratification Issue’), the app will enable readers to buy advertised items by scanning them with their smartphones. Once scanned, they will then be taken to the product’s m-commerce page to review their order.

The initiative comes on the back of the success of a ‘Friends & Fans’ app that Glamour produced in conjunction with its September 2011 issue, along with a step-by-step guide on how readers could ‘like’ advertisers’ brands on Facebook. In return, readers were rewarded with discount codes, videos and giveaways.

According to international publishing group Conde Nast, which owns Glamour, advertisers gained 50,814 Facebook ‘likes’ as a result of the initiative. These included fashion retailer Gap, beauty brand Lancôme and telecommunications company HTC. Quite how those figures translate into monetisation is unclear, but the connections being made are indisputable.