Colour Cosmetics in Italy

PRE-COVID-19 PERFORMANCE

Mass products underpin positive growth as millennials seek trendy but affordable make-up in 2019

Colour cosmetics continued to benefit from the performance of mass products in 2019. This was mainly due to the demand from millennials and Generation Z consumers, who tended to be more orientated towards affordable colour cosmetics, with make-up seen as an important means of self-expression.

Natural trend moves towards “clean” beauty as more consumers look for simplicity and safety

“Natural make-up” (with natural or organic ingredients) was a growing focus of companies and consumers in 2019. For example, Kiko expanded its Kiko Green Me line with numerous new launches in 2019.

NYX adds dynamism to L’Oréal via store and digital investments

L'Oréal Italiana Saipo maintained its leading position in 2019 with a wide portfolio of well-known mass brands like L'Oréal Paris, Maybelline and the monobrand chain NYX, as well as premium brands like Lancôme, Yves Saint Laurent and Helena Rubinstein. NYX was the company’s and the category’s fastest-growing brand in retail value sales terms in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Sales of cosmetics are predicted to start to recover from Q2 2020, although a significantly worse annual performance is expected compared with the forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19. Indeed, all categories except nail products are projected to see strong decreases in retail value sales at 2019 constant prices over 2020.

Recovery and opportunities

While slower than the review period performance, colour cosmetics is projected to see a positive retail value CAGR at 2019 constant prices over the forecast period. As the COVID-19 pandemic fades and socialising and work practices slowly return to normality, many consumers are expected to return to colour cosmetics with some relish.

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