This week Amazon.com expanded its beauty reach with a Men’s Grooming platform, complete with an array of grooming categories ranging from hair care, oral care, kits and sets, skin care, shave and body care, as well as a host of editorial features to keep men in the beauty-know.
Each category is presented along with related sub-categories that are clickable and link to pages that feature products, prices and savings. In typical Amazon fashion, features on product pages include “Frequently Bought Together,” which shows items that are often purchased in one transaction, and “Customers Who Bought This Items Also Bought…” pointing consumers to other purchase opportunities.
Chance Wales, Director, Category Leader – U.S. Health & Beauty, said the site serves as a single destination where men can discover and purchase anything they might need in men’s grooming. “We’ve put together regimens based on expert advice so that a man who doesn’t really know what to do in terms of taking care of his skin will be able to gain that information.”
The “Top Brands” listed on the Men’s Grooming page are: Baxter of California, Kyoku, L’Occitane, Body Shop Men, Nivea For Men, Dove Men + Care, Nautica, Axe, Norelco, Gillette and Sonicare.
Features are presented throughout the platform to make for ease of shopping. For example, a clickable box dedicated to “The Lost Art of Grooming” routes readers to a page filled with items by The Body Shop, including a Maca Root Shave Cream, Men’s Synthetic Shave Brush and Maca Root Eye Rescue Serum.
A partnership with Men’s Fitness magazine presents video clips featuring Senior Editor Dean Stattmann on skin care, shave and hair how-tos.
A category dedicated to “Problem Solving” delves into how to Beat Body Odor and Cool Razor Burn.
And, under Best Of, a feature called Grooming Essentials links readers to a page filled with must haves in every grooming category.