By  on June 18, 2010

Call it the olive oil effect, but as Italians are living longer and the population is aging, so is the demand for appropriate skin care, fueling a growth in antiaging skin care and firming, anticellulite body care and a strategic market opportunity. “Most interesting [in Italy] is the potential of cosmetics sectors having the greatest growth prospects, such as the men’s or mature skin care markets,” says Filippo de Caterina of L’Oréal Italia. “We are tackling these markets with huge verve and commitment, as well as bringing great product innovation.”


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