Sorry for the long response, but you asked some thought-provoking questions ...
I gave up looking for good personal care products because the process, both in-store and online, is painful and confusing (confusing because there are many brands and they keep on changing labels, painful because when taking a chance with a bottle generally involves purchasing at least a month's supply, and it sucks when you hate your body soap)
Nowadays I just purchase in bulk from costco (it's a bulk-discount store). But if there were a compelling alternative, I would switch in a heartbeat.
Important things for the experience (based on my complaints about the process):
- Make it easy to try lots of brands, even if you charge a little bit to do so. I would gladly spend a very small amount of money on a week's supply or a few day's supply of a brand so I could try it.
- Have a more user-driven recommendation scheme (like netflix, but doesnt have to be so advanced) -- maybe you could even figure out most commonly used combinations ...
- Remember the last products I ordered, and allow me to indicate if they were good or bad. I dont want to accidentally buy a deodorant I hated and I definitely don't want to have to remember what products I'm using now.
- Quick-order flight-friendly bottle pack. My dream: one click to overnight my current set of products to my place here or at my destination. (Yes, I know that hotels provide most goods like this, but they are geared toward the expected behavior of the clientele -- i really really dislike the hermes soap at la bristol)
Personally, I like unscented products through and through. Except for cologne, which I use sparingly (for now it's JPG Le Male, which I won in some charity raffle a long time ago)