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.
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