The 54th annual report on the cosmetics industry by the Cosmetica Italia Research Center is a key tool for interpreting the sector’s statistical assessments and identifying development trends in the world of cosmetics.
I always find this type of analysis fascinating, because it allows me to formulate hypotheses about the future and compare them with data from my own business. The small and the large, my microsystem and the national macrosystem, represent an inexhaustible source of knowledge and ideas for me.
A market growing by almost 10 points
What emerges compared with previous years? The cosmetics market is growing by almost 10 percentage points, reaching €11.8 billion: a figure that cannot be overlooked.
As a professional in the cosmetics industry, I believe these annual reports are indispensable, but that our own work often lies in developing an idea and having a more specific vision: by engaging with market needs every day, it is possible to grasp the nuances and develop targeted strategies.
Personalization becomes central
Targeted and personalized strategies are becoming increasingly important for the cosmetics industry. Are we perhaps learning to recognize that each of us is different and has specific needs? We cannot say for certain, but the data suggest that something is changing. This is a direction that has pleased me greatly, because on a small scale it is precisely what I aim for: the philosophy guiding my work.
I believe that after the crisis linked to the 2020 pandemic, the Italian market experienced a sharp upturn, and I hope I contributed to this growth in some way. LeLang played its part:
- by working to raise awareness of self-care and skincare;
- by responding to people’s interests through the production of cosmetics with proven effectiveness;
- by recognizing the importance of personalized cosmetics and advice from industry professionals;
- by finding common ground with pharmacists and promoting a people-centered working method rather than relying solely on e-commerce.
Not just e-commerce: the return of the retail store
As I mentioned, I chose to take an alternative approach, seeking to respond to different needs: online sales represent a fundamental distribution channel, with approximately €700 million in revenue in 2021, yet they are not enough on their own to restore the Italian cosmetics market.
Direct sales therefore become a way to regain momentum and, thanks to innovative formulations and the service dynamics of manufacturers, add a new trend to consumption patterns: a trend that is difficult to reverse.
It needs to be identified within the distribution channels and the new segment of the population involved. So, not just e-commerce: perfumeries, herbalist shops, pharmacies, and beauty salons are becoming competitive environments. Consumers want to visit the store, speak with experts, receive advice, and test products on their own skin, obtaining personalized guidance. On this subject, I dedicated a specific analysis to purchasing trends in pharmacies and the reasons why buying cosmetics at a pharmacy remains a good choice.
Younger people, on the other hand, are drawn to products that reflect their values, such as a focus on sustainability and the possibility of personalization. As early as 2021, traditional distribution channels recorded an increase of 8 percentage points. Online sales remain the main distribution method, able to reach everyone easily, but a rapid change in purchasing habits is clearly underway.
This article analyzes data from the 54th annual report, referring to the 2021–2022 financial year. The figures should be read as a snapshot of that period: subsequent editions of the report have updated the absolute values several times, while the underlying trends — personalization, the return of the retail store, and the importance of the pharmacy channel — have been confirmed.
Source: 54th annual report on the cosmetics industry by the Cosmetica Italia Research Center.
