Parafarmacia & Beauty in Milan city centre is the business’ first physical beauty retail store in Europe.
The space features an “enhanced selection”, which the company said would be “progressively available throughout the year to online stores in Germany, France, Italy, Spain, and the UK.”
Brands featured on the shelves include Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil, and CeraVe and customers can benefit from recommendations through advanced technological tools and in-store advice.
There are also on-site pharmacists to offer expert guidance, and customers can purchase non-prescription and over-the-counter medications.
The store features two distinct areas:
In the main gallery, there is a wide selection of beauty and personal care products, along with interactive digital displays so customers can learn more about a product’s ingredients and usage.
The second area is an experiential “Derma-bar”, where customers can have their skin analysed and receive a personalised report. The store’s beauty experts will then provide product recommendations based on the results.
The derma-bar also features try-on stations where shoppers can sample products.
Expansion plans in Germany, France, Italy & Spain
The VP for Amazon’s consumer goods in Europe Giorgio Busnelli said the firm has designed the store “to bring us one step closer to our customers and to deliver an innovative experience, merging cutting-edge technology with expert advice.”
He added that the company will now expand its 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,” he stated.
Another attempt to switch to offline retail
It’s not the first time the ecommerce company has attempted to branch out into brick-and-mortar retail.
Although it has never previously launched a beauty store, it has tried with grocery stores, convenience stores and bookstores.
Only a handful of its Amazon Fresh and Amazon Go stores, which it launched in the US market, are still in operation.
The firm also owns successful food retailer Whole Foods, which was an acquisition made in 2017.
