Amazon has launched its first physical retail location in Italy with the opening of a beauty and personal care store in Milan, as the e-commerce giant announces plans to expand its online beauty offerings across Europe.

The Amazon Parafarmacia & Beauty store, which opened on February 12th in Milan's city centre, features a curated selection of beauty and personal care products from established brands including Eucerin, La Roche-Posay, and CeraVe, alongside over-the-counter medications.

Giorgio Busnelli, vice president of consumer goods in Europe at Amazon, said: "We're thrilled to announce the opening of Amazon Parafarmacia & Beauty in Milan, a physical store that further enhances and innovates our customers' shopping experience featuring a curated selection of beauty and personal care products."

The store incorporates interactive technology, including digital skin analysis stations and 'Place & Learn Stations' with screens that display product information when items are placed on designated trays. A dedicated 'Derma-bar' area offers complimentary digital skin analysis and expert recommendations from beauty specialists.

The launch coincides with Amazon's announcement of expanded online beauty and personal care product offerings across its European markets. Throughout 2024, customers in Germany, France, Italy, Spain, and the UK will gain access to a broader range of beauty products through Amazon's online stores.

"Thanks to this opening, we will be able to expand our online beauty and personal care product offerings across Amazon's stores in Germany, France, Italy, Spain, and the UK throughout the year," Busnelli added. "This broadened selection reflects our dedication to meet the diverse needs of our customers, both at our physical store in Milan and online in Europe."

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