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:

Generally, men don't love shopping—especially for essentials like underwear., a subscription-based e-retailer, aims to provide men with a convenient way of replenishing grooming products, underwear, condoms and other items. The merchant builds in a healthy dose of humor, starting with the tag line, "More time to slay dragons." Visitors who click on the giant green Build a Manpack button find a three-step ordering process: 1. Pick your stuff. 2. Proceed to checkout. 3. Kick it while we ship it. And when he signs up to receive Manpacks' e-mail promotions, he sees a large image of a fist and the words, "Internet Fist Bump." In line with this philosophy, company executives say they built Manpacks to give shoppers more time to build the next Facebook or land planes on the Hudson River.

Key Statistics:
  • Date Launched:2010
  • Unique Visitors:NA
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: