Beauty lies in the eye of the beholder. Ya right. In case you don't know, beauty actually lies in the wallet. It is big business, dare I say even bigger than the IT market. Nowadays women spend like half the waking time putting on make-up, brushing their hair and looking for zits on their faces. And oh winkles too. Furthermore, the biggest and most popular brands are one way or another involved in the beauty business. Half the stores in shopping malls are beauty-related. And this Allure magazine is similarly very popular. They claim to be the beauty experts and of course their women's magazines are flying off the shelves. But unlike all the rest of the beauty magazines, their articles come with at least some intelligence and a little more flair. And I thought we buy these types of magazine to stare at the models. Allure caters to the more mature audience (as in more intelligent not age). Their topics include beauty, fashion, health and celebrities. Nothing else matters.