Self-indulgent consumerism at its best

Allure doesn't take long to read, which is a shame, but I don't think it's supposed to -- you're supposed to look through it, and then go running off to the mall to replace your out-of-date lipsticks. Like I said, self-indulgent consumerism at its best: it does what it does very well. Women with great (read: classy and/or unnoticeable) make-up jobs probably subscribe; apart from reporting on a few awkward trends (it reports, but doesn't suggest you try them...), the advice is excellent.

The deepest articles tend to be ones on, say, the dangers of some sort of plastic surgery. This is fine. A non-politicized magazine is a relief; when I pick up Allure, all I want is a better look for myself. Curiously, the editorial team manages to give you this even if you don't go tearing off for the latest hairstyle -- despite the emphasis on physical appearance, it doesn't insult or pander. Unlike Vogue and other near competitors, Allure is as much about fashion models as it is about the average girl on the street.

As with all things, there are a few problems: the fashion spreads tend to be a departure from the make-up insofar as they're unrealistic. Questionable integrity shows up here and there; a spread some months back on celebrities without make-up showed the Allure team had more talent than they thought with regards to subtle application -- virtually all the models did have a touch of make-up on. It also wouldn't hurt for the magazine to be more critical and slightly less trend-oriented (though this is nicely made up for in their extensive annual reader poll). This is really nit-picking, though; these are the only negative things I can come up with.

Recent introductions have included a regular column by cosmetics "guru" Kevyn Aucoin, and actual make-up samples in the magazine -- Allure seems to just be getting better and better.