Italian food is getting more and more appreciated beyond national borders – exportations are significantly increasing this year, too -, but it is also true that, for several years now, Italian-made toiletries products have been increasingly welcomed world-wide.
In 2017 the exportations of Italian cosmetic products have overall increased by 8% compared to the previous year, and the total turnover was over EUR 4,5 billion. In 2018 we’re predicting new increases, in spite of all the difficulties of Italian exports, such as the protectionist policies of some countries (the United States in the first place), the imminent Brexit, the non-ratification of certain agreements on free trade, the embargoes.
No doubt, the factor “Italian made” has considerable repercussions on our exportations of such products, affecting the consumer’s perception positively. In the food sector Italy is a landmark, thanks to the quality and authenticity of its products; as regards personal hygiene, Italian-made is associated with concepts like innovation and particular fragrances, as well as trendy. Indeed, many products have a charming look, which often is the fruit of famous Italian designers. The “green factor” (the protection of the environment, in terms of choosing the right ingredients and the right packaging materials) is another strong point of Italian cosmetic products: their total turnover was over 1 billion euros in 2017!
Exportations of Italian toiletries products are higher in non-EU countries (60%) than in EU countries (40%). These are significant figures, which not only confirm the growing success of Italian cosmetics in the emerging markets, like China and the Arab countries, but also is an excellent prospect for manufacturers, which aim to find niche markets and and low-competition areas.
The countries to which we export the most our toiletries products are European, though: France is first, amounting to 13% of total exportations alone (for a turnover of more than EUR 550 million, which represents a 28% increase compared to 2016), followed by Germany (EUR 478 million turnover, a slight decrease – 2% – in 2017 compared to 2016). In third place are the United States, with nearly 9% of total exportations, which develops a turnover close to EUR 400 million (+4% in 2017 compared to 2016). Among the 10 biggest importing countries are Honk Kong (with a turnover of almost EUR 200 million and +31% in 2017 compared to the previous year), the United Arab Emirates (a Eur 150 million turnover, which is a 2,5% increase) and Russia (EUR 128 million, and a nearly 3% increase). Surprising performances are those of Poland, which imports about EUR 150 million of Italian cosmetics, with a double-digit increase, China (+50%) and Romania (+20%).
Among the most significant examples of Italian companies which offer personal care products and that are growing abroad, is the Florentine Ludovico Martelli. It was founded at the beginning of last century as a small cosmetics workshop; today the company has 116 employees and, in 2017, it netted over EUR 60 million (+16% compared to the previous year), 15 million of which coming from the foreign markets. Among the 13 brands of this company, 2 are particularly successful beyond our borders. Proraso, the famous and historic line of shaving products, and Marvis, a high-end toothpaste (in foreign supermarkets it costs up to EUR 10 per tube!) that is becoming a veritable icon of Italian-made toiletries abroad. https://proraso.com/it/https://www.marvismint.com/
Over the last few years the company has invested a lot on these two brands, especially in advertising: the logos and the look, for example, have been designed in “old fashion” style, giving it a touch of “sweet life”, so bounding tradition and modernity, history and innovation, and all in style.
“Today” tells us the CEO, Giovanni Galeotti, “we are harvesting the fruits of these investments, in particular in markets like China and the United States, where Proraso and Marvis are asserting themselves as luxury products. The company aims at ending the year 2018 with a revenue increase of 4-5% but, considering the excellent export performance, it is likely that the results will be even better.
Here at Bell Italia, we could tell many stories of Italian products that are beloved abroad. Every new order is, for us, cause of great satisfaction, because we know that we will bring a little bit of Italy to the shelves of a store located somewhere in the world, and from there to the houses and the tables of our compatriots living abroad, or of foreign consumers who are bewitched by “Made in Italy”.
We keep our range of cosmetic products (strictly Italian) always up to date, to give our customers only the best of Italy (in other words: BELL ITALIA!), at the most convenient prices on the market. Contact us for a quotation through the specific form, or by writing to our sales manages Ezia Caputo (email@example.com).
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