The integration of digital technologies into physical stores is redefining the consumer experience in the pharmaceutical sector, especially in the skincare sector. The partnership between Perfect Corp. e PHOENIX Pharma Italiawhich brought a system of artificial intelligence-based skin analysis within the pharmacy channel, with a pilot phase at the parapharmacy BENU Health Milan CityLife.
The agreement, announced on January 8, 2026 in New York and Milan, provides for the introduction of Perfect Corp.’s Skincare Pro solution in the pharmacies of the PHOENIX Pharma Italia group. This system allows customers to access personalized skin analysis via smart mirrors and digital interfaces, receiving targeted suggestions on more 200 skincare products.
In-store digital experience and offer personalization
In the BENU parapharmacy in CityLife, customers can use illuminated mirrors provided by Inovshop to carry out a quick face scan. Skincare Pro technology analyzes eight major skin conditions — including blemishes, wrinkles, acne, redness, bags under the eyes, dark circles, brightness and firmness — and identifies your skin type. Results are displayed on an iPad interface and are accompanied by personalized recommendations selected from an extensive product catalog.
The goal is to make the discovery of skincare products more intuitive and accessible, offering an engaging purchasing path that integrates traditional consultancy with advanced digital tools. The solution allows BENU to propose relevant recommendations in seconds, improving the personalization of the in-store experience.
Expansion plans and future development
PHOENIX Pharma Italia has announced its intention to progressively extend this technology to other pharmacies in the group. Future prospects include integration with CRM systems and the development of new digital features to respond to customer needs and strengthen the relationship with the end consumer.
The initiative represents a significant step in the digital evolution of Italian pharmacies, which are taking on an increasingly central role in skincare consultancy and in the proposal of targeted skincare solutions.
Statements by the protagonists
Alice ChangFounder and CEO of Perfect Corp., said:
“collaborating with PHOENIX Pharma Italia allows us to bring our digital innovation into a context where skincare consultancy plays a key role in the customer’s decision-making process. Our artificial intelligence-based solutions help consumers better understand their skin’s needs and support pharmacies in offering increasingly personalized advice”.
Vincenzo MasciGroup Commercial & Marketing Director of PHOENIX Pharma Italia, added:
“We are pleased to collaborate with Perfect Corp. as we continue to enhance the customer experience in our BENU stores, also thanks to the new Beauty Circle format dedicated to an evolved idea of beauty. Digital solutions like this simplify the purchasing process and offer customers new tools to navigate our skincare assortment.”