Beauty, Not Bling, Brings in the Fashion Bucks

Refinery29 says utility is a big sales driver

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What do millennial women want? Jewelry, and especially engagement rings, according to Refinery29. In March alone, the fashion portal attributed a whopping 4 million pageviews to the sparkly bands.

That’s not necessarily what women are buying, however. When it comes to clicks that translate into sales, Refinery29’s users splurge on beauty.

“The products that drive a lot of the click-through buys are the items that have utility for [our readers],” said Connie Wang, Refinery29 style director.

Kristin Faucher, engagement director of digital agency Huge, said Refinery29’s numbers make sense.

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