Premium beauty and personal care was harder hit by the impact of the COVID-19 pandemic in 2020 than mass beauty and personal care. This was largely because beauty specialist retailers, the main store-based channel for premium beauty products, had to closed down during the lockdown in spring 2020.
The recovery of premium beauty and personal care received a significant boost from the double-digit growth recorded by premium fragrances in 2021, which was one of the hardest hit categories by the pandemic in 2020. The raft of measures introduced by the government to contain COVID-19 meant most Italians had very limited social lives in 2020 while many people also switched to working from home, all of which reduced the demand for premium fragrances.
L'Oréal Italiana Saipo SpA continued to lead premium beauty and personal care thanks to its vast portfolio of prestige and premium dermocosmetics brands. The company has a particularly important position in premium skin care and fragrances with popular brands including Vichy, La Roche-Posay and Lancôme, among others.
Premium beauty and personal care sales are expected to return to pre-COVID-19 levels by the end of 2022 providing there is no further escalation of the pandemic. Premium skin care should continue to benefit from the increasing attention being paid by Italians to skin health, with consumers prioritising products with a dermocosmetic positioning.
Premium beauty and personal care is projected to see stronger growth compared to mass beauty and personal care over the forecast period. This is explained by the increasing tendency among Italian consumers to focus on quality over quantity when it comes to some beauty and personal care products.
Dolce & Gabbana has chosen to internalise its beauty business in Italy from 2022 onwards to further enhance its evolution. This strategic change aims to ensure uniformity and consistency of the brand’s offer and to bring attention to the brand’s supply chain.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care 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 Premium Beauty and Personal Care 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.
Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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