[In the picture] Amazon opens cosmetics store in Milan

On Wednesday morning, Amazon opened a ‘Parafarmacia & Beauty’ store in the centre of Milan. The retailer’s first physical store in Italy combines a wide range of beauty and personal care products with innovative services and advice.

Growing range

The new store offers a selection of beauty and care products from brands such as Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil and CeraVe. Prescription-free medicines and parapharmaceuticals are also on sale. The retailer is highlighting its growing range of beauty and personal care products in Europe here: the products will gradually become available in its online shops in France, Germany, Italy, Spain and the United Kingdom.

Amazon is also demonstrating a range of innovative technology applications and services here. ‘Place & Learn Stations’ with interactive digital displays play videos about the products placed on a designated tray. In the ‘derma bar’, customers can have their skin analysed by one of three digital skin analysis stations. Based on the results, beauty experts then give product recommendations. There are trial stations to try out products. The shop also has a counter area where customers can buy prescription-free medication: pharmacists provide information and advice on the products available.