Multinationals led the Italy super-premium beauty market. Such companies as Estée Lauder Srl, Christian Dior SpA Parfums, Coty Italia SpA and Shiseido Cosmetici Italia SpA enjoy brand heritage and quality.
The men's segment triggered the performance in volume terms of overall super-premium fragrances. Conversely, super-premium women's fragrances registered marginal volume growth due to higher price increases in 2012. The positive growth in volume terms of super-premium men's fragrances offset the declining volume of super-premium unisex fragrances. Additionally, unit price increases boosted the positive value performance of super-premium fragrances in 2012.
Super-premium beauty and personal care products are expected to register a slow but positive constant value CAGR of 1% over the forecast period. Such value growth should be driven pricing strategies implemented by brand owners. For instance, the super-premium fragrances category is predicted to register an average unit price decline, while super-premium skin care products should see an overall unit price increase in Italy over the forecast period.
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