Hearst’s Marie Claire is letting readers shop must-have fashion and beauty products featured in the magazine via an iPhone application.

The application is available for free in Apple’s App Store. NearbyNow is powering the Shop the Shoot application. Readers can shop items by trend, item or color.

“We developed the app during the late-fall and holiday shopping seasons to offer consumers must-have fashion and beauty products, trends and looks we love right at their fingertips,” said Diane DePaul, associate publisher of advertising at Hearst, New York.

“Developed for women with point of view and a sense of individual style, the app allows consumers to browse fashion and beauty products while they’re on the go with ease,” she said. “They can search products by category, trend, or price range, and buy or reserve the product instantly.”

Marie Claire is a fashion magazine published in 35 countries by Hearst magazines, a unit of Hearst Corp.

NearbyNow creates mobile shopping applications for magazines, brands,and retailers so that their consumers can stay updated on the latest products, buy online, or even locate and put products on hold at a nearby store.

Right on trend
Consumers can shop the latest fashion and beauty product trends via the application.

Users can browse by beauty finds, shopping trends, by item and products under $100.

Readers can browse items by channel and click other their favorite pieces for details.

“Marie Claire offers our readers both inspiration and accessibility,” Ms. DePaul said. “This app extends in-book Shop the Shoot pages, acting as a means to offer our mobile consumers instant gratification with personalized customer service.”

Mobile promotions
When users click on the item they want, they can enter their ZIP code to find the retailer or company that is selling it.

Then, consumers can buy the item via their mobile device.

Consumers can click on the item

After they click on the item, they are redirected to purchase the product

The application is being promoted in the pages of the magazine as well as through the publication’s newsletters.

“This app is launching in conjunction with our iPad application – all part of our integrated brand strategy to offer consumers access to the Marie Claire brand at multiple touch points,” Ms. DePaul said.