the men's cosmetics market | Italy

1.1 Definition and presentation

A cosmetic includes any substance used to clean, moisturize or alter a person's skin, hair, nails or teeth.

Cosmetics can be divided into two macro-categories:

- Beauty products: e.g. makeup, perfume, skin cream.

- Care products: e.g. shampoo, soap, deodorant.

In addition, most products can be distinguished according to the end user, classifying cosmetics into feminine and masculine. The distinction that appears clearer and more outlined for some specific products (e.g. shaving razors) is gradually fading in favor of new unisex product lines.

In Italy, the cosmetics market has shown an incredible performance in recent years, thanks to the positive perception of the country of origin. In fact, both production and export have recorded an annual percentage increase since 2009. As far as men's cosmetics are concerned, the sector has recently been experiencing remarkable performances - positioning itself as a leading segment of the market - stimulated by the growing attention paid to facial and body care, which also comes from the men's population. Moreover, the progressive increase in interest in the environment and health is expected to have an impact on male beauty in the organic channel.