Online searches increased by 40.2%, with millennials driving the Italian beauty market

Data shows that Italians' online searches for beauty products increased by 40.2% in 2020, thanks to the booming e-commerce and marketing campaigns on social media.

Due to the uncertainty of the epidemic, people have begun to be cautious about shopping. As Germany's largest price comparison website, idealo not only provides consumers with products at the best prices, but also provides buyer evaluation, product screening and other services. According to data from 2020, the discounted skin care products provided by idealo can save an average of 50 %, which is deeply loved by consumers.

According to its latest research, millennials are the main force driving the development of the beauty industry, accounting for about 26.2% , mainly women, and most of them shop at night.

Korean cosmetics become a new trend in beauty consumption: idealo data shows that Italians are beginning to go crazy for Korean cosmetics, increasing their search volume by 134.8% ; in addition, searches for green and sustainable cosmetics have also increased by 35.3% .

Hair dye and manicure are popular: During the epidemic, a large number of barbershops were forced to close. In 2020, the proportion of searches for hair dye products on idealo increased by 264%; women's interest in manicure and nail care peaked during the lockdown, with searches increasing by 170.3%. In addition, hair products that women shop online also include hair dye accessories (+86.1%), styling products (+76.9%), hair care (+48.8%) and hairbrushes (+8.2%).

Passion for perfume remains unabated: Although work and gatherings have been largely cancelled, consumers' passion for perfume remains unabated. Among them, the search volume for men's perfume increased by 26%, the search volume for women's perfume increased by 22.8%, and the search volume for deodorant increased by 28%.

Men love skincare too: If lockdown gave women more time to take care of their skin, hair and nails, men have seized the opportunity to try out a new look – beards , with men accounting for 36.4% of searches for beauty and makeup products on idealo .

In addition, from a regional perspective, the three regions in Italy with the fastest growth in online searches for beauty products in 2020 were Tuscany (+81.3%), Abruzzo (+68.1%) and Calabria (+59.5%).

Cross-border e-commerce market

Italy

idealo