Going international does not necessarily mean going to the other side of the world. Neighboring countries are just as interesting. This is the case of Italy with its 60 million inhabitants, its GDP equivalent to $33,159 (per person) and its cosmetics market that is close to 10.5 billion euros in profits.
The health crisis has affected the Italian beauty industry. A 13% contraction was observed between 2019 and 2020. “Italian companies specializing in contract manufacturing have particularly suffered, especially in light of the decline in foreign demand,” comments Business France.
Tendances
Covid-19’s crisis has led to the emergence of new consumer habits.
Citizens have abandoned perfumes (-21.5%). On the other hand, hair dyes and liquid soaps have recorded good progress (+35%).
Market characteristics
“Italy is the fourth economic system for cosmetics after Germany, the UK and France. The country is confirmed in first place for prestige: the ‘made in Italy’ is indeed the third trademark in the world in terms of awareness,” explains Business France. “The cosmetics industry is rich in subcontractors. 60% of the world’s makeup is made in Italy.”
Positioning of the French offer
Despite strong competition due to the presence of all the major groups, France retains its leadership in Italy with 20% market share, divided between L’Oréal, LVMH, Chanel, Yves Rocher, Clarins, Pierre Fabre and Sisley.
Dermocosmetics are very popular, such as Biotherm, Vichy, Nuxe, Yves Rocher, Bioderma, La Roche-Posay, Caudalie, Avène, Klorane and Melvita.
Special mention also goes to players in the natural and organic segment …
