The ‘cool factor’ is crucial

Retailers in the health and beauty category looking to grow their online sales might want to look to these six merchants for some intriguing ways to sell online items most often bought offline.



Why They're Hot:'s marketing makes a relatively boring product—razors—fun. Starting at $1 per month plus shipping and handling, consumers can get razors delivered to their doors, eliminating the hassle of trekking to the store for the necessity. It is on the retailer's site where the real sell happens. Visitors are greeted with a witty video on the home page featuring CEO Michael Dubin explaining the service and asking consumers "Do you think your razor really needs a vibrating handle, a flashlight, a back scratcher and 10 blades?" The pithiness carries throughout the site, with a product description for the base model noting that the razor is "Reliable; this is the '82 wagon that starts when the temp's below zero."

Key Statistics:
  • Date Launched:2011
  • Unique Visitors:151,782
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: