Skin Care in Italy

PRE-COVID-19 PERFORMANCE

Facial care drives value growth in 2019 as consumers try to age gracefully

Skin care continued to post positive retail current value growth in 2019, largely due to the performance of facial care. Anti-agers remained the highest-value category.

Dermocosmetics brands benefit from growing interest in long-term skin health

Skin care products positioned as “clean and pure” or simple attracted growing interest in 2019. With the rising popularity of natural and organic ingredients, consumers showed increased sensitivity to the composition of products and became more demanding when purchasing skin care items.

Multinationals leverage well-known brand names and invest in novelties to retain consumer loyalty

Multinationals continued to lead the category by leveraging well-known brand names and utilising large budgets to invest in innovation and advertising. L'Oréal Italiana Saipo consolidated its leadership in 2019 through a wide portfolio of well-known mass and premium brands.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Skin care is set to be negatively affected by the COVID-19 crisis through 2020, as many consumers are likely to eschew skin care, reduce usage considerably or try to economise by avoiding premium purchases. Even as lockdown measures are relaxed, a return to normality is likely to be slow, with self-distancing measures and a reluctance to completely abandon self-isolation or home seclusion tendencies.

Recovery and opportunities

Skin care is set to return to pre-COVID-19 value growth in constant 2019 terms by the mid-forecast period, although the anticipated damage to the Italian economy and consumer confidence is expected to limit growth potential. It is anticipated that more consumers will shift to mass products, as premium skin care becomes a less affordable option.

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