The Italian Cosmetic System

Abstract

The Italian cosmetics industry ended 2014 with dynamics sustained by a robust revival in exports, by consumption trends through the pharmacy channel and by above-average growth in the direct sale channels. The mass distribution channel had a hard time, though it was saved by large specialised retail outlets. Despite uncertainties due to price evolution and tension in the domestic market, the signs for 2015 point to further revival. Figures show, indeed, that Italian cosmetics is naturally "attentive to the customer", more than many other industries. The alliance with the consumer is, in fact, a key element of the Italian cosmetics' strength and stability. The evolution dynamics of “new markets”, despite the current economic struggles, confirm the value of this alliance. In the cosmetics industry endurance prevails over weakening both on the company sides and on the specular consumer one. With regards to the latter, it is recorded that prudent or even withdrawal approaches are broken favouring the will to reconquer their "right to wellbeing" translating the latter in consistent choices of product and channel.