Maybelline is sponsoring Allure magazine?s beauty iPhone application, helping readers find the perfect mascara.

The company is running banner ads within the Allure Best of Beauty iShopper application. When users click on the ads they are redirected to learn more about the cosmetics brand, as well as a Maybelline Mascara Finder quiz.

?Our strategy was to give our consumers what they want access to the Best of Beauty winning products in an easy-to-use mobile and portable dimension,? said Agnes Chapski, vice president and publisher of Allure, New York.

?You can look up your favorite products and it also lets you to find the store closest to you, it?s like shopping with a beauty editor,? she said.

Mobile beauty
When readers click on the Maybelline banner ad, which reads, ?Maybelline Great Lash. Find your perfect mascara.?

When consumers click on the ad they are redirected to another page within the application that asks them a series of questions.

Here is a screen grab of the page:

The first question asks consumers if they are looking for thicker, longer, defined or curled lashes.

Here is a screen grab of the first question:

If consumers choose thicker lashes, they are prompted to a second question that asks if they want little, medium or a lot of volume.

Here is a screen grab of the second question:

The third question asks consumers if they prefer washable or waterproof mascara and finally, after they choose their last answer, they are recommended a specific product.

Here is a screen grab of the brand's recommendation:

When consumers click on the mascara product they get information and steps on how to use it.

Here is a screen grab of the additional product information:

Sponsor integration
Consumers can click the text-to-me button and enter their mobile number to receive an SMS from Maybelline with the recommended product name.

Here is a screen grab of the text feature:

Allure readers can also learn more about Maybelline products via additional application features.

There is a page introducing the company?s new Eyestudio collection, featuring how-to videos.

Consumers can also download the ?Maybe She?s Born With It? ringtone and Maybelline wallpaper.

?The app will be promoted on Allure.com, consumer ads in Glamour, Vanity Fair, Allure, W, Brides and in Women?s Wear Daily,? Ms. Chapski said. ?It will also be promoted through social media such as Facebook and Twitter and beauty bloggers.

?We?ll be launching another app for our Readers? Choice Awards to coincide with the June 2011 issue,? she said. ?Based on the success of our first scan tag integration in August , there will be another 2D bar code promotion for the December 2010 issue, where the tag will provide instant access to a mobile offer provided by each advertiser.?

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