The pandemic effect weighs on the cosmetics industry which for 2020 records, overall, a drop in turnover and exports even if in a less critical way than initially assumed: the global turnover reached 10 and a half billion (almost
-13% compared to to 2019
The values of the domestic market
(around -10%) and exports (-16.7%)
However, the sector is not paralyzed: if alcoholic perfumery and make-up have dropped, consumption of personal hygiene products has instead increased. And e-commerce is booming. The sector photograph is taken by Cosmetica Italia's 'The numbers of cosmetics'.
If the sector has held up better than others, it is partly due to online sales.
E-commerce recorded a + 42% compared to 2019,
while all distribution channels suffered contractions. As for consumption in detail, in contrast to the negative trend there are the product families that are characterizing the crossing of the Covid-19 crisis: these are
products related to body hygiene
(+ 6.3%), hair (+ 3.9%) and oral hygiene (+ 1.4%). The most significant trends in terms of
growth among liquid soaps (
+ 35%), dyes and coloring foams for hair (+ 30.4%) and depilatory products (+ 5.3%). The biggest drops, on the other hand, are recorded in alcoholic perfumery (-21.5%) and in the various types of make-up.
The obligation to wear a mask reduces the consumption of cheek correctors, blushes and bronzers (-28.7%), foundation and colored creams (-29%), lipsticks and lip
There is still uncertainty about 2021 due to the pandemic. In an optimistic scenario, highlights Gian Andrea Positano, head of the Cosmetica Italia Study Center, growth of almost nine percentage points is assumed, while the most pessimistic scenario shows growth of just over five percentage points.