Amazon.com has its site set on another category and this time it is men's grooming. The company has launched its new Men's Grooming store with a black and white motif and expanded content to help guys make those important personal care decisions.
"We're very focused on providing a streamlined experience for the man who already has a grooming regimen and wants to be able to make purchases from one destination seamlessly," Chance Wales, director of health, beauty and personal care for Amazon, told WWD.
The site will make use of "How-To Guides" by Men's Fitness, Editor's Picks, and other content to introduce shoppers interested in new items.
Amazon is offering both mass grooming brands as well as high-end products on the site. Featured brands include American Crew, Axe, Baxter of California, Braun, Gillette, Hugo Boss, Nautica, Panasonic and The Body Shop.
The company is looking to grab share in a fast growing category. According to a report released last year by The NPD Group, over 90 percent of men in the U.S. use grooming products and men's facial skincare grew 11 percent in dollars in 2011. Men's electric shavers and trimmers grew nine percent and 12 percent respectively.
"Even though the overall personal care industry is currently flat, the men's grooming categories are showing healthy growth," Debra Mednick, executive director of The NPD Group's home business, said in a statement. "Men are purchasing the tools to help them get their look and looking good sells."
The strategy of highlighting special shops is nothing new to Amazon or the companies it owns. Just last month, the e-tailer launched its 50+ Active and Healthy Living Store. Amazon's Quidsi site has launched category specific sites including BeautyBar.com, Diapers.com, Soap.com, Wag.com and YoYo.com.
- Amazon Launching Men's Prestige Site - WWD (sub. required)
- Amazon introduces new online store for men's grooming products - New York Daily News
- Quidsi Keeps the New Websites Coming - RetailWire
- Amazon Targets AARP Set With New Store - RetailWire
- The Men's Grooming Market Grows at Rapid Pace - The NPD Group