Skin Care in Italy

PROSPECTS

Anti-ageing remains consumers’ focus

Facial care will likely continue to be Italian women’s main focus over the forecast period, accounting for the bulk of skin care value sales. Anti-ageing is the biggest facial care area and it is expected to remains a hot topic in Italy, with consumers strongly desiring a youthful look at all ages and being interested in trying out the latest innovations in this area, with a particular interest in products that simulate the results of aesthetic surgery.

Face masks continue to grow in popularity

In 2018, skin care continued to see the expansion of face masks in Italy. This is a strong trend, which is set to carry on over the forecast period as the penetration of these products in the country is still low and has growth potential.

Millennials’ approach to skin care

Nonetheless, brands will have to consider Millennials’ approach to skin care, which is quite different compared to that of their older counterparts such as Generation X and baby boomers. Millennials are not as interested in trying to stop the aging process but rather aim to look good as they age and are more drawn to the idea of ageing gracefully.

COMPETITIVE LANDSCAPE

L'Oréal in the lead

Skin care continued to be led by multinational companies in Italy, which have large budgets to invest in innovation and advertising, with L'Oréal continuing to be the absolute leader in 2018. L'Oréal counts on a wide portfolio of well-known brands, such as L'Oréal Paris and Garnier operating in the mass segments, as well as premium prestige labels like Helena Rubinstein, Lancôme, Yves Saint Laurent and Biotherm, and premium pharma/therapeutic brands including Vichy and La Roche-Posay.

Beiersdorf’s mass brand Nivea benefits from new hyaluronic cellular filler

Beiersdorf maintained its second position in 2018, through its popular Nivea, leading mass skin care, and Labello, which revised its formulations including natural ingredients such as avocado oil, sunflower oil, shea butter and jojoba oil. Beiersdorf also operates in mass pharma/therapeutic skin care with Eucerin.

Clean, simple, multitasking and antipollution skin care high in demand

Italian consumers are increasingly sensitive regarding the ingredients contained in their beauty and personal care products and are particularly demanding when purchasing skin care. Italians appreciate more and more products with natural and organic ingredients, as well as “clean” and ”pure” formulations made with few ingredients and that are free from components considered harmful such as parabens, sulphates, silicone, petrolatum, mineral oils and fragrances.

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