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Customers visiting Italian BENU parapharmacy of Citylife in Milano, part of the Phoenix Pharma Italia Group, can access an AI-powered skin analysis and personalized product recommendation.
January 13, 2026
By: Lianna Albrizio
Associate Editor
Perfect Corp., a leading AI and AR beauty and fashion technology provider, is powering a new in-store digital innovation in the pharmacy sector through a new partnership with Phoenix Pharma Italia.
Through the collaboration, customers visiting Italian BENU parapharmacy of Citylife in Milano, part of the Phoenix Pharma Italia Group, can access an AI-powered skin analysis and personalized product recommendation experience, providing an engaging and interactive way to understand their skin, and find products that best meet their needs, officials said.
Vincenzo Masci, group commercial and marketing director at Phoenix Pharma Italia, said such digital solutions simplify the shopping process and offer customers new ways to engage with its skincare assortment.
Perfect Corp. CEO Alice Change concurred.
“Partnering with Phoenix Pharma Italia allows us to expand our retail innovation into a new environment where skincare advice plays a key role in the customer decision process,” said Chang. “Our AI-powered tools help consumers explore their skincare needs in an accessible, intuitive way, and support pharmacies in offering more personalized product guidance.”
Pharmacies are becoming an important destination for skincare purchases, as consumers increasingly turn to places where they can receive product guidance and explore solutions aligned with their individual concerns. By integrating Perfect Corp.’s technology, BENU is enhancing this journey with a new digital touchpoint that makes product discovery more intuitive and accessible.
Customers can now access the experience in BENU through smart, illuminated mirrors provided by Inovshop. With a quick facial scan, Perfect Corp.’s Skincare Pro solution analyzes several facial features and identifies eight skin concerns including spots, wrinkles, acne, redness, eye bags, dark circles, radiance, firmness as well as the skin type. The results are delivered directly on an iPad interface and paired with personalized suggestions drawn from more than 200 skincare products from major brands integrated into the recommendation system.
Phoenix Pharma Italia plans to expand the solution to additional pharmacies and will continue exploring ways to integrate digital services into its retail ecosystem. Future developments include CRM integration and further enhancements designed to support the evolving expectations of customers.
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