Colour Cosmetics in Italy

PROSPECTS

Millennials set to keep driving colour cosmetics growth

Colour cosmetics recorded healthy growth in 2018 and is set to continue to benefit from Millennials’ growing demand for make-up products, which are conceived as a key means for self-expression. Their growing demand was met by the consolidation and further expansion of monobrand stores specialised in make-up, such as Kiko Milano, Wycon and NYX, which is set to continue to affect colour cosmetics positively in Italy over the forecast period.

The offer of natural cosmetics further expands

According to industry sources, about a third of Italians is attracted by naturally positioned cosmetics, considered as gentler thanks to their higher percentage of natural and organic ingredients and for excluding components perceived as harmful, such as parabens, alcohol, mineral oils, petroleum and aluminium. This trend is growing in importance, and it is expected to consolidate and evolve in Italy, including ethical and sustainability issues in terms of vegan formulations and environmentally friendly packaging made with recycled paper, recyclable plastic and of vegetable origin.

Focus on mascara and lipstick

Mascara is expected to see the best performance over the forecast period, remaining an essential beauty ally for Italians who consider the eyes as the most important facial feature for attraction. As consumers are becoming very demanding, mascara will likely be a protagonist of many regular new product launches, promising breakthroughs and improved and longer-lasting results.

COMPETITIVE LANDSCAPE

L'Oréal maintains its lead, whilst Kiko has the leading brand

Despite strong competition from Kiko, L'Oréal maintained its leadership of colour cosmetics through its reputation and widespread portfolio of respected brands, which includes L'Oréal Paris and Maybelline, as well as premium brands such as Lancôme, Yves Saint Laurent, Helena Rubinstein and Urban Decay. L'Oréal will likely benefit from the expansion of its monobrand chain NYX, targeting Generation Z and Millennial consumers.

Sodalis Group acquires Deborah

In December 2018, Sodalis Group acquired the Italian Deborah Group, operating with mass colour cosmetics brand Deborah. Through this strategic acquisition in the dynamic category of colour cosmetics, Sodalis Group is expected to strengthen its position within the beauty and personal care market in Italy, where it has already operated through a wide portfolio of brands including Bionike, Biopoint, Tesori d’Oriente, Lycia, Vidal, Fresh & Clean and Leocrema, etc.

NYX delivers the best performance

NYX further expanded in Italy in 2018 and it is consolidating the importance of monobrand stores of mass colour cosmetics in the country, alongside leader Kiko Milano and Wycon. L'Oréal acquired the brand and opened its first stores in Italy in 2015.

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