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Men's Grooming on Amazon

May 21, 2013

New dedicated site rolls out today.

How big is men's grooming? Big enough for Amazon.com to launch a dedicated area for the category at Amazon.com/mensgrooming. The men's grooming store, which debuts today, includes six categories, including shave, body care and skin care, and a range of prestige and mass products, including Gillette, Axe, American Crew, Ahava, Dove, Nivea and Baxter of California, a newcomer to the site.

Besides products, the area provides how-to guides designed to offer various steps for achieving results (such as kissable skin and trendy hair); Problem Solvers, designed to provide simple, one-product solutions; Men’s Essentials, intended to be a one-stop destination for purchasing everything for different regimen needs, and J.P’s Top 10, where Mastey’s content will live.

According to sources, the new men’s grooming site is the latest move by the $61 billion Amazon to grab a bigger slice of the beauty and fashion pie. Later this year, the e-tailer will open a 40,000-square-foot photo studio in Williamsburg, in Brooklyn, that will shoot its fashion photos.

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