Store gallery: Amazon has opened its first store in Italy focused on health and beauty

The store opened in Piazzale Cadorna, 4, in Milan’s city centre on February 12 and customers can browse items from brands such as La Roche-Posay, CeraVe, and Eucerin, and access over-the-counter medications and para-pharmaceutical products.

Customers can also receive recommendations through advanced tech tools and in-store advice.

The new store features two distinct areas: The main gallery and derma-bar.

The main gallery is the central hub of the space, displaying a selection of beauty, personal care, and dermatologically recommended products from trusted brands. 

The “place & learn stations” are equipped with interactive digital displays for customers to learn more about products. The screens play educational videos about select items when placed on a designated tray, including details on ingredients, usage, or other product-related information.

Organised shelving displays and electronic shelf labels are there to make it simpler for customers to explore different brands, products, and categories.

The derma-bar is an experiential area for customers to receive complimentary digital skin analysis using technological features and product recommendations from industry experts.

Through digital tools, customers can get a report on their skin type and condition by having their skin analysed at one of the digital skin analysis stations in the store, where beauty experts can recommend products. The derma-bar also has try-on stations.

Amazon is also looking to roll out more online beauty and personal care products across Europe throughout the year, starting with Germany, France, Italy, Spain, and the UK.

Amazon vice president of consumer goods in Europe Giorgio Busnelli said: “We’re thrilled to announce the opening of Amazon Parafarmacia & Beauty in Milan, a physical store that further enhances and innovates our customers’ shopping experience featuring a curated selection of beauty and personal care products.

“We’ve designed this store to bring us one step closer to our customers and to deliver an innovative experience, merging cutting-edge technology with expert advice. 

“Thanks to this opening, we will be able to expand our 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.”