Health & Beauty is one of the fastest growing categories on eBay, fueled by increased awareness and repeat purchases of consumable items. This category attracts more unique visitors than any other online health and beauty retailer. It seems that more and more people are discovering the benefits of buying beauty products directly on eBay.

Many buyers like being able to shop from the comfort of home, not to mention the competitive prices available online.

Expanding your business into the Health & Beauty category allows you as a seller some unique opportunities to win loyal customers who will recommend you to others. Many of the items offered in this category are consumable, meaning that your customer will need to replace the items over and over again. And if you can create an exceptional buying experience for them, they will likely do just that when it comes time to replenish their supply. You may even be surprised to learn that price is often not the most important factor in a buyer's decision to purchase.

There are several things you can do to not only attract buyers in the first place but to also turn them into loyal, repeat customers who will recommend you to their friends. Remember, the difference between standing out in their minds and being ?lumped in' with thousands of other sellers is very simple: you must be different. Think about and research what other sellers in this category are doing, and find ways to be as different to them as possible.

Do not get sucked into price wars. There will inevitably be another seller who will try to undercut you at some point, and if that's the only reason your customers buy from you, you will find yourself without any business very quickly. Instead, make sure your prices are competitive, and look for other ways to stand out.

Again, it's so important to understand that price is only one factor a buyer considers, and is often not the most important. For more evidence of this, see the stats and trends section in this issue. It's very eye-opening about why buyers use eBay.

What else can you do to stand out from the crowd?

Offer something no other seller is offering. ?Free' is a magic word in marketing. Anything you can offer to your customers for free is great, especially if it has value to them. Free gifts are always great, especially if the gift relates in some way to the item the buyer is considering purchasing.

For example, if they are purchasing a hair straightener, including a nice quality bottle of straightening lotion that they would otherwise have had to buy can make you stand out from the crowd.

Free shipping is another winner. If other sellers are offering competitive shipping prices, offer it free! The repeat business you will gain in the long run will far outweigh the pennies you may lose out on in shipping costs.

Offer a completely risk-free guarantee. And I mean completely risk-free. If the item isn't exactly what they were expecting, offer them a no-questions-asked full money-back guarantee, including their shipping costs. This may sound risky to you, but you will be surprised at how few buyers will ever take you up on this offer. However, the confidence level this creates in their minds instantly puts you a step above other sellers selling the same item. And how many other sellers do you know of who offer this kind of guarantee? Exactly.

Create a memorable service experience. It's no good to just provide good customer service ? you need to go above and beyond to create a truly memorable experience that will have them looking for more things to buy from you. Ship items out the same day you receive payment. Never ship using slow, cheaper methods, such as Media Mail. Wherever possible use Priority Mail to ensure their item is delivered as fast as humanly possible. The only downside of buying online is that customers have to wait to receive their item ? if you can get it to them faster than they expect, they will be delighted and willremember that when they come to replace their products. In short, go out of your way to make sure your customer is both completely satisfied and happy ? it can mean the difference between a one-time buyer and long-term, loyal customer.

If you are considering the fast-growing health & beauty marketplace, remember to look for ways to be different and always provide your customers with an outstanding and memorable experience.