Hi there, adder:
The products are essentially the same but the product pages have a different feel on each of the sites...
so is it fair to say that you are trying to sell the same products to two different market groups (i.e., two different demographics)and thus you NEED to have two VISUALLY different styles of websites?
Or is it that there are so many competitors that you just decided that the more websites you have, the more likely that some pages would rank well in google?
If it is the latter, I don't know what to say. all I can say is that goes against most of the advice I have read and received over the last two to three years.
If it is at all possible to combine your sites in to one authority site, I think in the long run it is going to work out better.
However, if you have to keep the look and feel different because you are trying to reach different niche demographic groups, well, that is going to be a bit of a challenge.