By and  on May 21, 2013

Amazon has made no secret of its designs to become a leading destination for prestige beauty brands, and it’s firing an opening salvo today with the launch of a dedicated area for men’s grooming.

Rebutting one common criticism — that the site’s visual presentation is the opposite of a prestige environment — the area’s homepage is a marked departure from the e-tail behemoth’s usual clutter, featuring a jaunty black mustache icon and large clean product shots as category landing areas.

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