Amazon is opening a health and beauty merchandise retailer in Milan, marking the corporate’s newest brick-and-mortar experiment.
The shop is positioned within the metropolis middle of Milan, Italy, and incorporates a vary of magnificence and private care objects, in addition to non-prescription medication, Amazon stated in a weblog publish. The primary retailer, which known as Amazon Parafarmacia & Magnificence, will open its doorways to the general public on Wednesday.
The shop might be stocked with merchandise from magnificence and skincare manufacturers together with La Roche-Posay, Eucerin and Vichy. There are additionally “Derma-bars,” the place customers can get a “complimentary digital pores and skin evaluation” of their pores and skin sort and situation, and obtain product suggestions.
Amazon says the shop features a part staffed by on-site pharmacists the place customers should purchase “non-prescription, over-the-counter drugs.”
By launching its first “parapharmacy,” the e-commerce big is hoping to parlay its on-line success within the magnificence and private care class into gross sales within the bodily world. Magnificence and private care objects, which embody all the pieces from hairspray and cosmetics to deodorants and Q-tips, make up one of many quickest rising verticals on Amazon.
The corporate started providing well being and sweetness merchandise in 2000, however its choice was initially restricted to most mass-market manufacturers. Its since added extra luxurious manufacturers like Estee Lauder and La Mer.
The brand new retailer format additionally marks Amazon’s newest experiment in bodily retail. The corporate opened and then shuttered all of its bookstores, pop-up retailers, 4-star shops and attire shops. It is also shrunk its footprint of Amazon Go comfort shops, shutting down a storefront in Woodland Hills, California, final month. In grocery, Amazon’s portfolio contains Complete Meals supermarkets and its personal chain of Contemporary shops.
