Make-up - Italy - August 2008

Make-up - Italy - August 2008

About this report

In 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.

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