{"id":1052,"date":"2021-11-04T10:44:00","date_gmt":"2021-11-04T09:44:00","guid":{"rendered":"https:\/\/inthezon.com\/senza-categoria\/osservatorio-consumi-online-beauty\/"},"modified":"2025-09-04T14:49:36","modified_gmt":"2025-09-04T12:49:36","slug":"beauty-sector","status":"publish","type":"post","link":"https:\/\/inthezon.com\/en\/insights\/e-commerce\/osservatorio-consumi-online-beauty\/","title":{"rendered":"Beauty Sector"},"content":{"rendered":"

The appointment with the online consumption observatory continues, born from the collaboration between Markup and Inthezon, a company specializing in Amazon consulting since 2017 that is part of Libera Brand Building Group, established with the goal of helping brands improve sales performance on Amazon by creating innovative digital shopping experiences.<\/span><\/p>\n

Each month we address the specific themes of a sector to highlight trends, consumer preferences, market evolutions and opportunities to seize.<\/span><\/p>\n

The pandemic has had a significant impact on the beauty sector as well. In particular, consumers in 2020 approached e-commerce significantly, both large-scale and small independent ones, some launched in the last year, precisely as a reaction to the closure of points of sale.<\/span><\/p>\n

Data from the Cosmetica Italia Study Center highlighted in 2020 a growth of the e-commerce channel of +42% for a value close to 710 million euros, compared to an average distribution contraction of almost 10 percentage points. The e-commerce channel with a consumption coverage of 7.3% became the fourth channel for cosmetics distribution.<\/span><\/p>\n

E-commerce Growth: +42% | Market Value: \u20ac710 million | Market Share: 7.3%<\/b>\"\"<\/p>\n

This growth contributed to an increasing number of sellers on Amazon.\u00a0<\/span><\/p>\n

Certainly, the reopening of professional channels is alleviating consumers’ interest, particularly for “do-it-yourself” products, but the importance of beauty routine, greater attention to natural and sustainable cosmetics, a new sensitivity to the concept of safety, lead to confirming some consumption trends that characterized 2020, but that will also impact the future.<\/span><\/p>\n

For example, from the beginning of the pandemic, a reduction in purchases of lipsticks and lip cosmetics was recorded. At the same time, customers focused on products that enhance and enhance the look, define the eyebrows, lengthen and strengthen the eyelashes.<\/span><\/p>\n

During the health emergency, interest in make-up gave way to that for skincare. Fewer cosmetics were sold, but interest around the world of skin care increased. This determined the entry into the market of new products, which perhaps before were relegated to the East.<\/span><\/p>\n

In this context, Amazon plays a central role because it allows you to have all the best beauty products at your fingertips. The Amazon Beauty category includes everything, from eyeliner to shampoo, from fragrances to accessories.<\/span><\/p>\n

Amazon Beauty Category Structure<\/b><\/p>\n

The Amazon Beauty category is structured into several main categories that in turn contain various detailed subcategories to better direct consumers in their choice:<\/span><\/p>\n