SKIN CARE IN ITALY - ANALYSIS

Country Report | Jun 2019

HEADLINES Market Sizes

In 2018, retail current value sales grow by 3% to reach EUR2.1 billion Sales of Skin Care
Sales of face masks escalate in Italy Retail Value RSP - EUR million - Current - 2004-2023

Retail current unit prices grow in many premium segments in 2018 2,111 Forecast
L'Oréal Italiana Saipo remains the leader in 2018 with a retail value share of 19% 2,500

Value sales are set to see a 3% current value CAGR (1% 2018 constant value CAGR)
over the forecast period to reach EUR2.4 billion in 2023 2,000

PROSPECTS
1,500

Anti-ageing remains consumers’ focus

Facial care will likely continue to be Italian women’s main focus over the forecast 1,000
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 500
innovations in this area, with a particular interest in products that simulate the results
of aesthetic surgery. Meanwhile, growth within body care is expected to be driven
mainly by general-purpose body care, with recent product launches offering the 0
2004 2018 2023
properties of a spa and extra moisturising options. Firming/anti-cellulite body care is
also set to show a better result compared to the review period, thanks to the
performance of patches for specific body parts and products in gel.
Sales Performance of Skin Care
% Y-O-Y Retail Value RSP Growth 2004-2023
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
2.6% Forecast
5%
products in the country is still low and has growth potential. Millennials especially
appreciate these products for the fast beauty results offered, thanks to their high
4%
concentration of active ingredients, which claim to instantly nourish the skin and
encourage skin's natural recovery. The face masks offering has become increasingly
variegated, including many new charcoal peel-off masks, sheet masks, bubble masks, 3%
sleep masks, gel masks, slice masks, glowing masks with glitters and face masks with
hyaluronic acid. Although they are expected to remain a major trend amongst Italian 2%
women, they will likely reach a growing portion of male consumers, with 2018 having
seen further product launches targeting men. 1%

Millennials’ approach to skin care 0%

Nonetheless, brands will have to consider Millennials’ approach to skin care, which is -1%
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
-2%
rather aim to look good as they age and are more drawn to the idea of ageing 2004 2018 2023
gracefully. That is why skin care brands will keep facing the challenge of increasing the
penetration of anti-agers amongst these consumers in Italy. As a result, manufacturers
are expected to focus more on skin care products such as basic moisturisers,
liquid/cream/bar cleansers, toners and face masks when targeting Millennials, as they Sales of Skin Care by Category
are more interested in following a multiple-step beauty routine. Millennials are also Retail Value RSP - EUR million - Current - 2018 Growth Performance
the digital generation and thus the main consumers of beauty and personal care
through internet retailing, and they tend to use this channel to purchase skin care Body Care
products that they already know or have already used. 473.0
Facial Care
1,515.0
COMPETITIVE LANDSCAPE
Hand Care
75.1
L'Oréal in the lead Skin Care Sets/Kits
47.4
Skin care continued to be led by multinational companies in Italy, which have large
-5% 10% 25%
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 SKIN CARE 2,110.5 CURRENT % CAGR % CAGR
as L'Oréal Paris and Garnier operating in the mass segments, as well as premium YEAR % 2013-2018 2018-2023
GROWTH
prestige labels like Helena Rubinstein, Lancôme, Yves Saint Laurent and Biotherm, and
premium pharma/therapeutic brands including Vichy and La Roche-Posay. L'Oréal is
benefiting from its investments in innovation, including important new product
launches such as Vichy Slow Age anti-ageing line, an innovative anti-ageing line

© Euromonitor Interna onal 2019 Page 1 of 2

offering protection from stress, pollution and UV rays, and L'Oréal Revitalift Filler Competitive Landscape
Ampoule, a seven-day intensive treatment based on mono-dose ampoules with
hyaluronic acid.
Company Shares of Skin Care
% Share (NBO) - Retail Value RSP - 2018
Beiersdorf’s mass brand Nivea benefits from new hyaluronic cellular
filler L'Oréal Italiana Saipo S... 18.9%

Beiersdorf maintained its second position in 2018, through its popular Nivea, leading Beiersdorf SpA 7.2%
mass skin care, and Labello, which revised its formulations including natural Estée Lauder Srl 6.0%
ingredients such as avocado oil, sunflower oil, shea butter and jojoba oil. Beiersdorf
also operates in mass pharma/therapeutic skin care with Eucerin. In 2018, it benefited Pierre Fabre Italia SpA 5.0%
from the launch of Nivea Hyaluron Cellular Filler in 2018, including face anti-agers and a Clarins Italia SpA 4.3%
firming/anti-cellulite body care with anti-ageing properties, which was promoted by
Shiseido Group Italy SpA 3.6%
Nivea brand ambassador Monica Bellucci.
Yves Rocher Italia Srl 3.1%
Clean, simple, multitasking and antipollution skin care high in demand Collistar SpA 2.4%

Italian consumers are increasingly sensitive regarding the ingredients contained in Johnson & Johnson SpA 2.3%
their beauty and personal care products and are particularly demanding when Kiko SpA 1.9%
purchasing skin care. Italians appreciate more and more products with natural and
organic ingredients, as well as “clean” and ”pure” formulations made with few Bottega Verde Srl 1.8%
ingredients and that are free from components considered harmful such as parabens, Just Italia Spa 1.7%
sulphates, silicone, petrolatum, mineral oils and fragrances.
Alès Groupe Italia SpA 1.6%
Naturally positioned skin care is expected to remain a main focus of skin care Christian Dior SpA, Parf... 1.5%
manufacturers over the forecast period, in line with the trend in 2018, which saw the
Unilever Italia Srl 1.4%
launch of important new brand lines such as Dermolab Nature Sense by Deborah and
the expansion of Natura by Collistar, launched in 2017, with the latter offering Caudalie Italia Srl 1.3%
sustainable packaging. Besides “green” skin care”, multitasking products offering Procter & Gamble Italia ... 1.2%
multiple benefits are expected to remain another focus by manufacturers, as well as
antipollution skin care, as consumers become more aware of the impact of pollution on LVMH Perfumes & Cosmetic... 1.2%
eco systems such as oceans and also on their health and skin. Private Label 1.3%
Others 32.3%

Brand Shares of Skin Care

% Share (LBN) - Retail Value RSP - 2018

Clarins 4.2%
Shiseido 3.4%
L'Oréal Paris 3.4%
Avène 3.3%
Vichy 3.2%
Yves Rocher 3.1%
Estée Lauder 3.0%
Nivea 2.8%
Clinique 2.6%
Garnier Skin Active 2.4%
Collistar 2.3%
Helena Rubinstein 2.2%
La Roche-Posay 2.0%
Kiko Milano 1.9%
Bottega Verde 1.8%
Lancôme 1.8%
Just 1.7%
Nivea Body 1.6%
Private Label 1.3%
Others 52.0%

Increasing share Decreasing share No change

© Euromonitor Interna onal 2019 Page 2 of 2