Amazon debuts with a physical store in Italy, Amazon Parapharmacy & Beauty, located in the heart of Milan. A novelty that brings with it innovative services, selected products of the best beauty brands and even personalized consultations. And it doesn't end there: by 2025, the online selection of beauty products in Europe is expected to expand.
Amazon opens its first physical store in Italy: here's what it sells
Located in the beating heart of Milan, in Cadorna Square 4, this innovative concept store stands out for its ability to combine cutting-edge services and personalized advice. The environment is rather refined and welcoming and is designed to satisfy even the most demanding customers, offering an unprecedented shopping experience.
The store is divided into two main areas, each of which offers unique services. In the gallery main, beauty lovers will be able to explore a wide selection of cosmetics and treatments from the best international brands.
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But the real gem of this section is the Place & Learn stations, where technology is put at the service of the shopping experience. Simply place the desired product on a digital tray to obtain all the useful information, from ingredients to instructions for use, allowing customers to make informed and targeted choices.
Interesting is the presence of the derma bar. Here, skin care reaches levels never seen before. Customers will be able to enjoy aFree digital analysis, conducted with cutting-edge technological tools, which will allow us to identify the specific needs of each skin. On the basis of this accurate assessment, beauty experts will provide personalized consultations, becoming real beauty coach ready to reveal the secrets to healthy, radiant skin.
Amazon Parafarmacia & Beauty is not just a place dedicated to the beauty of users. The store also offers a section dedicated to the purchase of over the counter drugs without prescription, with qualified pharmacists always available to provide assistance and advice on available products.
The Future of Amazon's Physical Store
Amazon's strategy, however, looks beyond the borders of Milan. During 2025, the selection of beauty and personal care products will be gradually expanded also in Amazon's online stores in Germany, France, Italy, Spain and the United Kingdom.
It is the perfect synergy between technology and human expertise that makes this concept successful. The Place & Learn stations and the digital skin analysis tools are just a few examples of how theinnovation can improve the shopping experience, making it more informed and personalized.
