Amazon opens beauty and personal care store in Italy as part of brick-and-mortar expansion.

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

The store is located in the city center of Milan, and features a range of beauty and personal care items, as well as nonprescription drugs, Amazon said in a blog post. The first store, which is called Amazon Parafarmacia & Beauty, will open its doors to the public on Wednesday.

The store will be stocked with products from beauty and skin-care 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.

Amazon 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, make up one of the fastest-growing verticals on Amazon.

The company began offering health and beauty products in 2000, but its selection was initially limited to most mass-market brands. It has since added more luxury brands such as Estée Lauder and La Mer.

The new store format also marks Amazon’s latest experiment in physical retail. The company opened and then shuttered all of its bookstores, pop-up shops, four-star stores and apparel stores. It has also shrunk its footprint of Amazon Go convenience stores, shutting down a storefront in Woodland Hills, California, last month. In grocery, Amazon’s portfolio includes Whole Foods supermarkets and its own chain of Fresh stores.

Source: CNBC