Amazon opens beauty and personal care store in Italy as part of brick-and-mortar expansion

Key Points

  • Amazon is opening a new beauty and health products store in Milan, Italy, named Amazon Parafarmacia & Beauty.
  • The store will offer a range of beauty, personal care items, and nonprescription drugs, featuring brands like La Roche-Posay, Eucerin, and Vichy.
  • It includes "Derma-bars" for complimentary digital skin analysis and product recommendations.
  • This move is part of Amazon's strategy to expand its physical retail presence, following various experiments with different store formats.

Summary

Amazon is expanding its physical retail footprint with the opening of Amazon Parafarmacia & Beauty in Milan, Italy. This new store, located in the city center, will offer a variety of beauty and personal care products, including nonprescription drugs, from well-known brands like La Roche-Posay and Vichy. The store introduces innovative features like "Derma-bars," where customers can receive a free digital skin analysis and tailored product suggestions. This venture into physical retail is part of Amazon's broader strategy to leverage its online success in the beauty and personal care sector into the offline world. Despite previous closures of various store formats, Amazon continues to experiment with physical retail, aiming to enhance customer interaction and expand its market reach in the health and beauty industry.

cnbc
February 11, 2025
Stocks
Read article

Related news