Make-up - Italy - August 2008

SUMMARY

Abstract

Italy, sales of make-up products are expected to reach € 928 million in 2008, up by almost 2% on 2007 at current prices and a modest 9% on 2003. Penetration of make-up products is reported to be high although mostly among women aged under 40. In addition, they apply make-up products in moderation. However, foundation, mascara and nail varnish are all popular, with sales registering steady growth.

NPD in foundations has been intense, crossing further into the skincare category, and now offering anti-ageing and caring properties. Italian women are prepared to pay top prices for their make-up, although they are also likely to mix and match premium brands for foundations and mascara, with mass-market brands for lipsticks and nail varnish, where colours are the key element to making a purchase. Having a wide choice of colours to match the latest outfit or the mood of the day is a must.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK. Mintel last examined this market in Fragrances and Cosmetics, Italy, June 2006. Please note that some data have been changed since the last report due to new information from the trade.

TABLE OF CONTENTS

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Market in Brief
• Modest growth
• Foundation, mascara and nail make-up drive sales
• L'Oréal dominates the scene
• Selective channels ahead
• Future
• Internal Market Environment
• Key points
• Interest in appearance
• Media influence
• Fashion trends keep up consumption
• Skincare and wellbeing
• Organic trend is taking off
• Broader Market Environment
• Key points
• Ageing population -- not necessarily bad news
  • Figure 1: Trends in the age structure of the Italian female population, 2003-13
• Rise in female employment creates more opportunity for cosmetics
  • Figure 2: Trends in Italian employment, 2002-07
• Uncertainty in economy impacts on consumer confidence
  • Figure 3: Trends in Italian PDI, consumer expenditure and GDP, at current prices, 2003-13
• Non-essentials lose out
  • Figure 4: Trends in household size in Italy, 2000-05
• Who's Innovating?
• Key points
• European overview of product launches
  • Figure 5: NPD in make-up,% by country, 2003-07
• Lip make-up receiving most attention
  • Figure 6: Italian NPD in make-up, % of launches by sector, 2007
• L'Oréal and Deborah lead for NPD
  • Figure 7: Italian NPD in make-up, by manufacturer, 2007
• Positioning of new launches
  • Figure 8: Italian NPD in make-up, top ten positioning claims, 2003-07
• Face make-up
• Eye make-up
• Lip make-up
• Nail make-up
• Market Size and Forecast
• Key points
• Modest growth
  • Figure 9: Italian retail value sales of make-up, at current and constant prices, 2003-13
• Trends in the Italian make-up market
• The future
• Factors used in the forecast
• Segment Performance
• Key points
• Women spend more on their foundations
  • Figure 10: Italian retail value sales of face make-up, by type, 2006-08
• Face make-up takes a cue from skincare
  • Figure 11: Italian retail value sales of face make-up, at current and constant prices, 2003-13
  • Figure 12: Italian retail value sales of face make-up, by type, 2006-08
• Eye make-up -- mascara is a make-up staple
  • Figure 13: Italian retail value sales of eye make-up, at current and constant prices, 2003-13
  • Figure 14: Italian retail value sales of eye make-up, by type, 2006-08
• Lip make-up
  • Figure 15: Italian retail value sales of lip make-up, at current and constant prices, 2003-13
  • Figure 16: Italian retail value sales of lip make-up, by type, 2006-08
• Nail make-up
  • Figure 17: Italian retail value sales of nail make-up, at current and constant prices, 2003-13
  • Figure 18: Italian retail value sales of nail make-up, by type, 2006-08
• Market Share
• Key points
• Many players but multinationals lead
  • Figure 19: Italian retail value sales of face make-up, by type, 2006-08
• Companies and Products
• Brand map
• L'Oréal
• Coty
• Paglieri Sell System
• LVMH
• Chanel
• Brand Communication and Promotion
• Key points
  • Figure 20: Main monitored media advertising expenditure on make-up, by country, 2005-07
  • Figure 21: Share of adspend vs market share, by brand, 2007
  • Figure 22: Main monitored media advertising expenditure on make-up, by companies spending €1 million or more, Italy, 2007
• Channels to Market
• Key points
• Perfumeries are gaining
  • Figure 23: Italian retail value sales of make-up, by outlet type, 2006-08