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.
An important segment of the cosmetics industry is the natural and organic cosmetics market. Despite the fact that only half of Italian consumers are aware of the difference between natural and organic cosmetics, consumers seem to prefer natural and organic products in order to avoid negative outcomes for others and harm for themselves. In 2016, the share of male and female consumers who bought natural cosmetics amounting to 25-50 percent of their total cosmetics purchases were 25 percent and 31 percent respectively.