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inMarket and Gloss Media Catch Women in "Errand Mode" at Salons

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Beauty brands can now directly engage consumers when they're in "errand mode" at the salon via a new partnership between Gloss Media and inMarket. This new microlocation engagement platform merges Gloss Media's salon video network content with inMarket's beacon technology and app.

Gloss Media already operates a salon video network in 20,000 locations and will now leverage inMarket's 44.5 million monthly active users directly in-app.

"Salons facilitate heavy mobile usage by patrons -- 90% of whom are female, and 65% of whom are moms -- who visit for an average of 60 minutes," according to an official release from the companies. "This hour of downtime facilitates heavy mobile usage, creating a tremendous opportunity for brands to reach a highly coveted audience."

Gloss Media already operates a salon video network in 20,000 locations and will now leverage inMarket's 44.5 million monthly active users directly in-app. This allows Gloss Media to engage consumers in salons that do not have their own standalone apps.

Kevin Hunter, president of inMarket, commented, "Brands looking to reach women have a tremendous opportunity to engage during one of their nearly two billion salon visits per year..."

Gloss Media is offering beacon proximity engagements for the second quarter and beyond. According to the companies, "inMarket's beacon-powered campaigns are set up just like a traditional media buy."