12.05.14
ITALY: The desire for makeup that helps to counteract age-related skin imperfections is the biggest consumption motivator for Italians, influencing 19.4% of product consumption by volume, according to a report from Canadean, a market research firm operating out of London. The report also found that desire for anti-aging products is greatest among Italians ages 45-54, with more than a quarter of their makeup consumption motivated by this need.
As the country’s population is aging rapidly, the number of consumers aged 45 and over will increase from 48.6% in 2013 to 51.3% in 2018, further driving demand for makeup with age-aligned properties, said Canadean.
“The younger generation will seek oil-control ingredients that give their skin a matte look and hide acne marks, while older consumers will prioritize products with ‘lifting’ and ‘firming’ functions,” said Veronika Zhupanova, an analyst with Canadean. “Older generations will also pay greater attention to the ingredients they already know, such as collagen and retinol that protect skin from the aging process.”
The findings are based on the new Canadean report, “Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Italian Makeup Market.”
As the country’s population is aging rapidly, the number of consumers aged 45 and over will increase from 48.6% in 2013 to 51.3% in 2018, further driving demand for makeup with age-aligned properties, said Canadean.
“The younger generation will seek oil-control ingredients that give their skin a matte look and hide acne marks, while older consumers will prioritize products with ‘lifting’ and ‘firming’ functions,” said Veronika Zhupanova, an analyst with Canadean. “Older generations will also pay greater attention to the ingredients they already know, such as collagen and retinol that protect skin from the aging process.”
The findings are based on the new Canadean report, “Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Italian Makeup Market.”