Amazon is opening a attractiveness and condition merchandise bind in Milan, Italy, marking the corporate’s original brick-and-mortar experiment.
The bind is positioned within the town heart of Milan, and includes a space of attractiveness and private offer pieces, in addition to nonprescription medication, Amazon said in a blog post. The primary bind, which is named Amazon Parafarmacia & Good looks, will discoverable its doorways to the family on Wednesday.
The bind will probably be stocked with merchandise from attractiveness and skin-care manufacturers together with L. a. Roche-Posay, Eucerin and Vichy. There also are “Derma-bars,” the place customers can get a “complimentary digital skin analysis” in their pores and skin kind and status, and obtain product suggestions.
Amazon says the bind features a category staffed by way of on-site pharmacists the place customers should purchase “non-prescription, over-the-counter medications.”
By way of launching its first “parapharmacy,” the e-commerce immense is hoping to parlay its on-line good fortune within the attractiveness and private offer division into gross sales within the bodily global. Good looks and private offer pieces, which come with the entirety from hairspray and cosmetics to deodorants and Q-tips, make up one of the fastest-growing verticals on Amazon.
The corporate started providing condition and attractiveness merchandise in 2000, however its variety used to be first of all restricted to maximum mass-market manufacturers. It has since added extra luxurious manufacturers akin to Estée Lauder and L. a. Mer.
The fresh bind structure additionally marks Amazon’s original experiment in bodily retail. The corporate opened and upcoming shuttered all of its bookstores, pop-up retail outlets, four-star retail outlets and attire retail outlets. It has additionally reduced in size its footprint of Amazon Advance comfort retail outlets, shutting ill a storefront in Jungle Hills, California, last month. In grocery, Amazon’s portfolio comprises Complete Meals supermarkets and its personal chain of Unutilized retail outlets.
