🚀 Amazon's Bold Move
On February 12, 2025, Amazon unveiled its first physical store in Italy, named Amazon Parafarmacia & Beauty, located in Milan's city center. This marks a significant step in Amazon's brick-and-mortar expansion.
💄 What's Inside
The store features a curated selection of beauty and personal care products from trusted brands like Eucerin, La Roche-Posay, Vichy, and Avène. Customers can also purchase over-the-counter medications and para-pharmaceutical products.
🛠️ Tech Meets Beauty
Innovative features include 'Place & Learn Stations' with interactive digital displays that provide product information when items are placed on designated trays. The 'Derma-bar' offers complimentary digital skin analysis, with beauty experts providing personalized product recommendations.
🌍 Future Plans
Giorgio Busnelli, Amazon's Vice President of Consumer Goods in Europe, stated that this opening will enable the company to expand its online beauty and personal care offerings across Germany, France, Italy, Spain, and the UK throughout the year. This move reflects Amazon's dedication to meeting diverse customer needs both in-store and online.
Do you think Amazon's physical store will change beauty shopping in Milan?
