To do this, the retailer entered into an agreement with the Hims & Hers platform, which will present various personal care products on the brand's official website.
American retailer Urban Outfitters expands the scope of its activities and enters a new market for itself. The company decided to try its hand at men's cosmetics. To do this, an agreement was concluded with the Hims & Hers platform, which specializes in the sale of over-the-counter medicines and various personal care products via the Internet.
Urban Outfitters will feature a range of Hims & Hers products on its official website over the next few months. Such a partnership between a retailer and a brand that sells products directly to consumers has become a trend in recent years and has proven to be a fairly successful business model. The retailer can thus attract a younger audience to their stores, and the brand gets the opportunity to develop additional sales channels and access to a wide range of customers.
In the case of Urban Outfitters and Hims & Hers, the sale will primarily be for men, but there will also be separate offerings for women. These include products such as skin and hair care products, sexual health products, nutritional supplements and personal care products. In the future, the range is planned to expand.
One of the most visible products that shoppers will be able to find on the retailer's online store pages will be the Blur Stick Concealer, which is specifically designed for men. This is a new product from the Hims & Hers platform, introduced a few months ago, and for Urban Outfitters, such a product will be the first step in mastering the category of men's cosmetics.
If the retailer has previously sold personal care products, then the offer of cosmetic products for men is happening for the first time and it can be expected that if the first step is successful, then men will receive even more interesting products in the field of color and skin care cosmetics in the near future.