Maybelline New York's ad for Expert Wear Eye Shadow includes samples, for example, in three colors. Some of Clean & Clear's advertised Advantage Acne Control Kit, on the other hand, is available at Allure Access.
Almost everything mentioned in the issue's editorial -- 91 products from $200 T3 blow-dryers to $300 Shiseido skin serums to smaller fare like lipsticks -- is being given away in limited quantities as well, to readers who enter at Allure.com/freestuff.
The ploy has an advantage for the monthly as well, boosting ad pages in a month that is notorious for fashion magazines as being particularly anemic, coming right before fat September issues. Allure's ad pages this August are the highest ever for the month at 135.8, up 9% over last year, the magazine said.
Not every magazine can go down precisely this road. The Allure program plays on a strength particular to beauty titles -- their core advertisers rely on sampling. Readers seem to appreciate it too. Last year's issue produced a 150% spike in web traffic for Allure, the magazine said.