This report examines the skincare and colour cosmetics markets in Italy. There have been some particularly interesting developments in the distribution structure in Italy in recent years and these are discussed in the report.

The Italians attach considerable importance to their personal appearance, and to that of others. For example, for their visits to the beach, Italian women will be happy to spend money on bodycare products that will whisk away their cellulite.

This report examines the skincare and colour cosmetics markets in Italy. There have been some particularly interesting developments in the distribution structure in Italy in recent years and these are discussed in the report.

The Italians attach considerable importance to their personal appearance, and to that of others. For example, for their visits to the beach, Italian women will be happy to spend money on bodycare products that will whisk away their cellulite.

Making the products more available to the Italian consumer is the key issue for manufacturers and distributors. Some producers are trying to extend their ranges into supermarkets and hypermarkets, others have moved into the erboristeria stores. These traditionally small shops now supplement their herbs and essences with skin and suncare products and even some colour cosmetics.

Buying the best that one can afford is a common Italian behaviour when it comes to shopping, especially for personal products such as toiletries and skincare. Interestingly, supermarkets and hypermarkets have reported better sales of some skincare and suncare products when they opted for better-known, more

expensive, brands.

Sourcing statistical data on the Italian skincare and colour cosmetics market is less of a problem than in other areas. The annual report of the Milan-based UNIPRO trade association provides consistent and detailed information on the cosmetics and toiletries sector as a whole.

Other reports of relevance include:

- Soap, Bath & Shower Products and Deodorants, Consumer Goods Intelligence, April 2002

- Cosmetics and Fragrances, Consumer Goods Europe, March 2001

and the forthcoming:

- Fragrances, Consumer Goods Intelligence, June 2002

- Haircare, Consumer Goods Intelligence, September 2002.

Mintel's European Consumer Goods Intelligence service provides product market information for five European countries: France, Italy, Germany, UK and Spain. Each month the service covers a different market sector, with 20 covered in each 24-month cycle.

Consumer Goods Intelligence focuses on the European food, drink and non-food sectors. This series provides detailed consumer data, including purchasing patterns and attitudinal research. Consumer Goods Intelligence complements the comprehensive gnpd (global new products database), also available from Mintel.