Prime Highlights: 

The store offers a range of products from top beauty and skincare brands like La Roche-Posay, Eucerin, and Vichy. 

Features Derma-bars for complimentary digital skin analysis and personalized product recommendations. 

Includes an on-site pharmacy section for purchasing over-the-counter medications. 

Key Background: 

Amazon is continuing to broaden its physical retail presence with the launch of a new parapharmacy store in Milan, Italy, focused on beauty, personal care, and over-the-counter medications. The store, named Amazon Parafarmacia & Beauty, marks the company’s foray into the brick-and-mortar beauty sector and represents a significant step in Amazon’s strategy of diversifying its physical store formats. 

Located in the heart of Milan, the new store will feature a wide range of beauty and skincare products from notable brands such as La Roche-Posay, Eucerin, and Vichy. Additionally, it will offer non-prescription medications, with a section operated by pharmacists to assist customers with over-the-counter products. The store will also feature “Derma-bars,” where visitors can receive a complimentary digital skin analysis to better understand their skin type and condition, followed by personalized product recommendations. 

This move is part of Amazon’s broader strategy to leverage its e-commerce success in the beauty and personal care categories into physical retail. Beauty and personal care items have become one of the fastest-growing sectors on Amazon, and the company aims to capture additional market share through this new physical store format. While Amazon has offered health and beauty products online since 2000, its selection has evolved over time, now including luxury brands such as Estée Lauder and La Mer. 

The opening of the Milan store is the latest in a series of physical retail ventures by Amazon. The company has explored various store formats over the years, including bookstores, pop-up shops, and apparel stores, some of which were eventually shut down. Despite these experiments, Amazon continues to refine its approach to brick-and-mortar retail, underscoring its commitment to integrating both online and offline experiences for customers.