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"Add two more to the growing roster of magazines integrating e-commerce capabilities onto their sites: Time Inc.'s Essence magazine and Conde Nast's Teen Vogue.\nAt Essence.com, a new \"Beauty Matchmaker\" tool helps women find foundations, lipsticks and shadows that compliment their individual skin tones and color preferences. Women will be presented with a multitude of options from different retailers, including Sephora and Drugstore.com. They can add products to an on-site shopping cart and check out without leaving the magazine's website.\nTeen Vogue's e-commerce integration will come this July with a Back-to-School shop on TeenVogue.com. Again, readers will be able to shop across a range of retailers with a single, on-site checkout system.\n\nBoth experiences are powered by 72Lux, a NYC-based startup that built shopping functionality into the sites of WSJ Select, The Wall Street Journal's curated shopping guide, and beauty blog Into the Gloss, among others.\nWhat's unique about 72Lux is that it allows readers to shop across a range of retailers and check out using a single form \u2014 all without leaving a publisher's website. At most other magazine websites, that is not the case. Conde Nast's Allure is one of the few that has seamless checkout integration, but only offers product from one retailer, Beautybar.com. Most other publishers \u2014 Vogue, Elle, etc. \u2014 link to retailers' sites, earning an affiliate fee for every transaction. That's easiest for publishers, but less convenient for shoppers, who must take additional steps to add an item to a cart, register and check out at each website.\nEssence and Teen Vogue will receive a percentage of every sale made through their respective websites, though affiliate fees vary by retailer, Heather Marie, founder and CEO of 72Lux, told Mashable in an e-mail. 72Lux will also receive an undisclosed cut of each sale as well as a licensing fee.\nScreenshots courtesy of Essence.com"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/04/14/shopping-carts/>