A generally improving standard of living has led to a growing use of beauty aids.
Distribution is through specialised stores such as perfumeries and drugstores.
These stores have seen a revival, thanks to the expansion of perfumery chains and shops selling personal care products. Price differentiation is another key consideration for makeup, which sells cheaply relative to international brand perfumes. Makeup sells well regardless of the fact that it is not targeted at the same consumer buying the better perfumes. A further reason to favour the sales potential of makeup is the fact that one third of Italian women do not use it. So, it is hardly a bad bet to predict that the allure of lipsticks, eye shadow, foundation and nail polish will only rise.