Colour cosmetics saw only a mild recovery in 2021 after the heavy losses recorded in 2020 when the category was hit hard by the arrival of the COVID-19 pandemic. Alongside lockdown measures and home seclusion there was also an obligation to wear face masks, all of which led to reduced demand for colour cosmetics.
Consumers continued to focus on the eyes when it came to colour cosmetics in 2021, with this being the most exposed part of the face when wearing face masks. As a result, eye make-up was the most dynamic area of colour cosmetics in 2021 recording double-digit growth in current value terms.
Within beauty and personal care, colour cosmetics brands were among the hardest hit by the outbreak of COVID-19 in 2020, while in 2021 many of them continued to face sluggish demand. As a result, in order to limit their losses and maintain profit margins, many companies looked to launch new products into the market in 2020 and 2021 and made fewer investments in advertising compared to the review period.
Colour cosmetics is expected to see strong growth in the short to medium term, albeit with value sales not being expected to return to 2019 levels until 2024. This forecast is based on the assumptions that the pandemic will continue to slowdown in Italy and that the mandatory wearing of face masks in indoor public places is also lifted in 2022.
During the forecast period, eye make-up is forecasted to see an earlier return to pre-COVID-19 sales levels, with consumers likely to continue focusing on the eye area until face masks are no longer a requirement by law. Added to this, social media platforms have also helped to bring more focus to the use of eye-make-up with younger consumers in particular keen to replicate the looks they see online.
The COVID-19 pandemic led consumers to focus even more on health and wellness within beauty and personal care and this trend is also set to impact demand for colour cosmetics in the forecast period, with consumers expected to increasingly appreciate products with skin care properties. Players within colour cosmetics are expected to meet this growing demand by focusing on launching products positioned as a hybrid between colour cosmetics and skin care products.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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