With the announcement of Allure‘s Best of Beauty 2017 winners from its upcoming October issue, the Condé Nast publication has teamed up with Ulta Beauty’s 1,100 stores to offer consumers the opportunity to “Shop Like A Beauty Editor” for the next two weeks.  Displays and custom booklets not only acknowledge all 283 award winners, but identify specific editors’ favorites.  According to Jill Friedson, vice president of marketing at Condé Nast, “the next best thing to shopping with an editor is shopping with her suggestions.”

The 2017 Best of Beauty Breakthroughs list thirteen products, including the Flirt Flashes Lash Applicator, Living Proof Perfect Hair Day In-Shower Styler, Aquaphor Ointment Body Spray, SkinMedica, Lytera 2.0 Pigment Correcting Serum, SkinBetter Scient Alto Defense Serum, and Essie Gel Couture.

Ulta Beauty, with its 25 million loyalty-program members, stocks more Best of Beauty products than any other retailer.  While the relationship between the retailer and publication is mutually-beneficial on a marketing level, Allure will not receive any financial incentives from the sale of any products.

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