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Allure Magazine on board with new beauty-appointment app

Users of the app can now access editorial reviews from Allure.com and join the rewards program to reap benefits. Beauty booking apps are appearing at rapid pace in order to address women’s desire for mobile beauty solutions and to provide exposure for salons and spas.

“When it comes to beauty appointments, the overwhelming majority of women today is still booking appointments via the phone and finding this process inconvenient and time-consuming,” said Ritika Gill, co-founder of BeautyBooked, New York. “In addition, they are overwhelmed with the salon and spa options available to them and don’t know where to go or who to trust for information.

“Lastly, there is no real-time access to appointment availability, which can be frustrating.”

The launch follows the successful introduction of the online service via Allure Magazine’s Web site, Allure.com.

Beauty in a snap
Users of the app can take advantage of BB Upgrades when participating with partner salons and will be rewarded with treats, such as an extra 15 minutes of a massage or a complimentary deep conditioning treatment.

There is also a BB Rewards program that allows users to receive products, services and experiences like a new shade of nail polish, a manicure or a blowout with a top stylist.

Through the rewards program, members can refer their friends, and they will be rewarded with 200 points once a friend books through the app.

The app uses geolocation tools to deliver salon and spa recommendations that are in close proximity to the user.

The beauty team encourages the use of social sharing after trying a salon and will reward customers with each photo shared. Users can share directly through the app.

BeautyBooked’s team of industry experts researches each salon and spa to provide the best options to users, such as the Paul Labrecque Salon, Caudalie Vinotherapie Spa, ted gibson beauty, Drybar and TenOverTen.

The app is initially available in New York, Los Angeles, Dallas and Houston, but the team plans to expand the app to San Francisco and Boston areas before 2015.

Immediate service
Beauty apps are emerging in the world of apps due to a demand by consumers seeking these capabilities.

Online beauty service StyleSeat has redesigned its mobile application in light of its success, with 60 percent of users booking appointments via the app.

Featuring larger photos and an easier booking process, users can now make last-minute appointments as well as reference previous bookings and easily re-book. While a single photograph garners 1,000 words, developers of the app believed the use of more images, rather than reviews in text format, would give users better insight into the work of each stylist (see story).

In April, Canadian retailer Lux Beauty Boutique upped in-store sales 20-25 percent this year for an anniversary sale thanks to the addition of a self-checkout mobile application.

Lux Beauty Boutique has been using the SelfPay mobile application since last year, and the most recent findings about mobile shopping took place during Lux’s 14th anniversary event on April 12. The in-store mobile app is the brand’s first foray into mobile commerce (see story).

“Women today are busier than ever and are becoming increasingly dependent on managing all aspects of their lives on the go, from restaurant reservations, to travel, to doctors’ appointments,” Ms. Gill said. “Scheduling beauty appointments should be no different.

“With regards to beauty, 25 percent of appointments today are cancelled at the last minute, resulting in significant unused appointment inventory. The BeautyBooked mobile app provides a way for women to access these last-minute appointments at their fingertips in real-time.”

Final Take
Caitlyn Bohannon, editorial assistant for Mobile Commerce Daily, New York