Cosmetics and body care products are commonly used to maintain or enhance the external appearance of the human body. Body care, facial care, hair care and body hygiene are the main product categories. Given the great importance assigned to personal grooming by both Italian men and women, the overall consumption of cosmetics products in Italy reached 9.7 billion euros in 2015.
In retail, perfume shops and supermarkets and hypermarkets represent the most used sale channels by consumers for purchasing cosmetics. Aside from this evidence, in 2015 consumers seem to be getting accustomed to purchasing cosmetic products in pharmacies. In fact, two main reasons to purchase cosmetics in pharmacies are related to the presence and suggestions provided by pharmacists or doctors/dermatologists on site.
Yet, between 2014 and 2015 the number of online purchasers of cosmetics have increased, reaching 4.7 million. Such a trend is especially true when considering individuals aged between 35 and 44 years, who represent 29 percent of online buyers of cosmetics. The reasons why the use the internet is common when purchasing cosmetics mostly relate to better prices and the availability of special deals.
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