Amazon opens its first beauty and personal care store in Italy

[Pelican Press 0]

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opens its first beauty and personal care store in Italy

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is opening a beauty and health products store in Milan, marking the company’s latest brick-and-mortar experiment.

The store is located in the city center of Milan, Italy, and features a range of beauty and personal care items, as well as non-prescription drugs,

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. The first store, which is called

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Parafarmacia & Beauty, will open its doors to the public on Wednesday.

The store will be stocked with products from beauty and skincare brands including La Roche-Posay, Eucerin and Vichy. There are also “Derma-bars,” where shoppers can get a “complimentary digital skin analysis” of their skin type and condition, and receive product recommendations.

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says the store includes a section staffed by on-site pharmacists where shoppers can purchase “non-prescription, over-the-counter medications.”

By launching its first “parapharmacy,” the e-commerce giant is hoping to parlay its online success in the beauty and personal care category into sales in the physical world. Beauty and personal care items, which include everything from hairspray and cosmetics to deodorants and Q-tips,

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on

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.

The company began offering health and beauty products in 2000, but its selection was initially limited to most mass-market brands. Its since added more luxury brands like Estee Lauder and La Mer.

The new store format also marks

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’s latest experiment in physical retail. The company opened and then shuttered all of its bookstores, pop-up shops, 4-star stores and apparel stores. It’s also shrunk its footprint of

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Go convenience stores, shutting down a storefront in Woodland Hills, California,

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. In grocery,

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’s portfolio includes Whole Foods supermarkets and its own chain of Fresh stores.

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long-term

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#opens #beauty #personal #care #store #Italy

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