Amazon’s beauty, personal care business sets its sights on Europe
Amazon has opened up its first physical store featuring an assortment of beauty and personal care products in Italy.
The Amazon Parafarmacia & Beauty store, located in the Milan city center, features a curated assortment of products from brands such as Eucerin, La Roche-Posay, Vichy, Avene, Bionike, Rilastil and CeraVe, among others.
According to the company, the selection of products will be progressively available throughout the year to online stores in Germany, France, Italy, Spain and the United Kingdom.
"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.” said Giorgio Busnelli, vice president of Amazon's consumer goods in Europe. “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.”
[Related: eCosmetics simplifies online shopping within beauty]
Designed to be tailored to fit customers’ needs, the Amazon Parafarmacia & Beauty store features two distinct areas—Main Gallery, which houses beauty and personal care products, as well as station offering educational content about the products; and the Derma-bar, where customers can receive complimentary digital skin analysis.
The store also features a counters and over-the-counter area, staffed by on-site pharmacists, where customers can purchase non-prescription, over-the-counter medications and the pharmacists provide expert information and guidance on available products.
