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Amazon opens first beauty and health store in Italy as part of brick-and-mortar expansion

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Amazon opens first beauty and health store in Italy as part of brick-and-mortar expansion

As part of its ongoing brick-and-mortar expansion, Amazon is launching a new beauty and health products store in Milan, Italy. The store, called Amazon Parafarmacia & Beauty, is located in Milan’s city centre and will offer a wide range of beauty and personal care items, along with nonprescription medications.

Presentiamo il nostro primo #negozio fisico in Italia, Amazon Parafarmacia & Beauty, che aprirà domani nel centro di #Milano. Grazie a quest’apertura, amplieremo la nostra offerta online di prodotti per la bellezza e la cura della persona.
Scopri di più: https://t.co/6kdpdurKYW pic.twitter.com/uvWiTR87fK

— Amazon News Italy (@AmazonNewsItaly) February 11, 2025 ALSO READExplainer: The row over NFRA’s right to investigate audit firms

Focus on beauty products

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The store will feature products from popular beauty and skin-care brands such as La Roche-Posay, Eucerin, and Vichy. A standout feature of the store is the “Derma-bars,” where customers can receive a complimentary digital skin analysis. 

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Furthermore, the store will also include a section staffed by pharmacists offering non-prescription, over-the-counter medications. This part of the store aims to give customers a more comprehensive health and beauty shopping experience.

With this new store format, Amazon expects to turn its online success in the beauty and personal care category into physical retail.

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