Amazon ventures into physical retail with a 'parapharmacy' in Milan, offering a wide range of beauty, personal care, and over-the-counter medications. The store features 'Derma-bars' for personalized skin analysis and product recommendations.
Amazon is opening a 'parapharmacy' in Milan, Italy, that features a range of beauty and personal care items. The store, located in the city center of Milan, will offer a diverse selection of products, including beauty and personal care items, as well as over-the-counter medications. Customers can expect to find products from well-known brands such as La Roche-Posay, Eucerin, and Vichy.
A unique feature of this 'parapharmacy' is the 'Derma-bars,' where shoppers can receive a complimentary digital skin analysis. This analysis will help determine their skin type and condition, allowing them to receive personalized product recommendations. By launching its first 'parapharmacy,' Amazon aims to leverage its successful online presence in the beauty and personal care sector and translate that success into physical retail sales.Amazon has been selling health and beauty products since 2000, initially focusing on mass-market brands. However, their selection has expanded to include more luxury brands over the years. This venture into physical 'parapharmacy' represents another step in Amazon's ongoing efforts to diversify its retail operations. In recent times, Amazon has experimented with various physical store formats, including bookstores, pop-up shops, four-star stores, and apparel stores. They have also reduced the number of their Amazon Go convenience stores, closing a location in Woodland Hills, California
BEAUTY PRODUCTS PERSONAL CARE AMAZON PHYSICAL RETAIL MILAN
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