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.”
This story first appeared in the June 18, 2010 issue of WWD. Subscribe Today.
Last year, the median age of the Italian population was a mature 42.8 years old, according to Euromonitor International. Between 2004 and 2009, the 15-to-64 sector increased by 2.4 percent to 39,521, while the 65-plus age group increased by 8.8 percent to 12,111. Euromonitor International underlines the seniors market as fast growing and a strategic marketing opportunity for leading players. “Antiage is the biggest skin care category on the market, and reflects the need of an aging population and remains the main derma concern of the consumers,” says Orna Nofarber of Estée Lauder Italy.