Amazon has opened a store in Italy selling health & beauty products, marking the online giant’s latest bricks & mortar experiment.
The ‘Amazon Parafarmacia & Beauty’ store is located in the centre of Milan and features a range of beauty and personal care items, as well as over-the-counter (OTC) medications.
The central hub of the store stocks products from leading beauty and skincare brands, including Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil, and CeraVe. There is ‘Derma-bar’ where shoppers can get a complimentary digital analysis of their skin type and condition in order to receive personalised product recommendations.
Meanwhile, ‘Place & Learn Stations’ feature interactive digital displays, allowing customers to learn more about products, including details on ingredients, usage, or other product-related information.
And the store includes a section staffed by on-site pharmacists where shoppers can receive advice and purchase non-prescription OTC medications.
Amazon began offering health & beauty products on its website in 2000. Its selection was initially limited to mass-market brands, but it has since added more luxury and exclusive lines. The company noted the enhanced selection in the Milan store will be progressively available from online stores in Germany, France, Italy, Spain, and the UK.
The new health & beauty format marks Amazon’s latest experiment in physical retail. In recent years, the company has opened and then shuttered all of its bookstores, pop-up shops, four-star stores and clothing outlets. It has also shrunk its footprint of Amazon Go convenience stores but continues to develop its Whole Foods supermarkets and Fresh grocery stores in the US and UK.
Commenting on its latest store trial, Giorgio Busnelli, VP of Amazon’s Consumer Goods in Europe, said: “We’re thrilled to announce the opening of Amazon Parafarmacia & Beauty in Milan, a physical store that further enhances and innovates our customers’ shopping experience featuring a curated selection of beauty and personal care products. We’ve designed this store to bring us one step closer to our customers and to deliver an innovative experience, merging cutting-edge technology with expert advice.
“Thanks to this opening, we will be able to expand our online beauty and personal care product offerings across Amazon’s stores in Germany, France, Italy, Spain, and the UK throughout the year. This broadened selection reflects our dedication to meet the diverse needs of our customers, both at our physical store in Milan and online in Europe.”
NAM Implications:
- And if they can make it there…
- …they can make it anywhere.
- Watch this space!
