Online retail giant Amazon has launched a dedicated site for men’s grooming products. It says the offering will be curated and that it aims to attract prestige brands, not just mass.
The site, at amazon.com/mensgrooming, features a Hercule Poirot-style moustache as a logo and a sidebar with links to advice written by Men’s Fitness magazine, such as ‘Get the perfect shave’, ‘Get trendy hair’, and ‘Get kissable skin’. The design is black and white throughout for a more masculine feel.
The site, whose launch was been timed to coincide with Father’s Day in the US, offers six categories of products: shaving items, body care, hair care, oral care, skin care, and kits and gift sets.
There is also a separate section on problem solving, covering issues such as razor burn and dry skin, and a ‘best of’ section with top ten picks from JP Mastey, Creative Director of the brand Baxter of California. Brands available at the online store include Baxter, L’Occitane en Provence, Kyoku, and Nautica, as well as mass brands Axe (Lynx), Gillette and Nivea For Men.