Premium Beauty and Personal Care in Italy

PROSPECTS

Growing polarisation benefits premium beauty and personal care

Beauty and personal care in Italy is expected to continue witnessing a polarised demand towards economy and premium brands. The higher uncertainty regarding the future of the Italian economy and lower consumer confidence recorded in 2019 are not likely to curb sales performance of premium beauty and personal care, as they will be sustained by a strong demand for innovative, high-performance and naturally positioned products.

Chemists/pharmacies’ modernisation results in share gain

In 2018, chemists/pharmacies continued to gain shares in premium beauty and personal care. In Italy this channel mostly comprises independent outlets, which have benefited from a process of modernisation, with many stores expanding the area reserved to dermocosmetics, hiring specialised staff and even starting to offer skin treatments.

Pharma brands benefiting from this trend

This trend benefited premium pharma brands in Italy in 2018, as these brands have increasing space and visibility through chemists/pharmacies in Italy. As a result, prestige brand Clarins, until now only distributed through beauty specialist retailers, decided to enter this dynamic channel in 2018.

COMPETITIVE LANDSCAPE

L'Oréal Italiana confirms its lead

L'Oréal Italiana continued to lead premium beauty and personal care in 2018 through a rich portfolio of prestige brands such as Lancôme, Helena Rubinstein, Yves Saint Laurent and Giorgio Armani and premium pharma brands including Vichy and La Roche-Posay. Vichy introduced important new products in 2018, such as Vichy Slow Age, an innovative anti-ageing line offering protection from stress, pollution and UV rays and Dercos Nutrients, Vichy’s first natural hair care line.

Growing demand for premium naturally positioned brands

The natural trend is impacting all beauty and personal care categories – above all skin care, and it is expected to be particularly strong within premium beauty and personal care, as consumers are particularly demanding when purchasing the latter as they cost more. This trend is quite strong in Italy and particularly favours premium naturally positioned pharma brands, such as Caudalie, NUXE, Klorane and René Furterer, which delivered healthy growth rates in 2018.

Files are delivered directly into your account within a few minutes of purchase.