Make-up - Italy - August 2008

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