Amazon to expand beauty and personal care online offerings in Europe while opening first physical store in Italy

We unveiled Amazon Parafarmacia & Beauty in Milan’s city centre – our first physical retail store in Italy, expanding our online beauty and personal care product offerings across Europe. The enhanced selection, to be progressively available throughout the year to online stores in Germany, France, Italy, Spain, and the UK, will give customers access to an even wider range of beauty products, addressing diverse customer preferences and needs.

Amazon Parafarmacia & Beauty store, officially opening to the public tomorrow, February 12th, allows customers to explore a curated selection of beauty and personal care products from trusted brands including Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil, CeraVe and more, benefit from recommendations through advanced technological tools and in-store advice, and purchase over-the-counter medications and para-pharmaceutical products.

“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.”

Amazon Parafarmacia & Beauty features two distinct areas, tailored to customer needs:

• Main Gallery: The central hub of the store showcases a wide selection of beauty, personal care, and dermatologically-recommended products from trusted brands. ‘Place & Learn Stations’, feature interactive digital displays, allowing customers to learn more about products; these screens play educational videos about select items when placed on a designated tray. The videos provide details on ingredients, usage, or other product-related information. Organised shelving displays and electronic shelf labels make it easy for customers to explore different brands, products, and categories.
• Derma-bar: An experiential area where customers can receive complimentary digital skin analysis using technological features and product recommendations from beauty experts. Using digital tools, customers obtain a comprehensive report on their skin type and condition by having their skin analysed at one of three digital skin analysis stations. Beauty experts then provide product recommendations based on the results. The derma-bar also features try-on stations to sample products.
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Amazon Parafarmacia & Beauty is located at Piazzale Cadorna, 4, in Milan, steps away from major city attractions and transit options. The store’s hours are 8:00am to 7:00pm from Monday to Friday, and 9:00am to 7:00pm on Saturday and Sunday.
The store also features a counters & 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.

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