Updated July 28, 2022 by Elisa Branda
Everli survey: Italians and solid cosmetics.
Almost all Italian consumers (95%) know them, but only just over half (53%) have tried them at least once
- Low environmental impact (60%), ease of transportation (37%) and more natural compositions (34%): these are the reasons that push Italians to use solid beauty products;
- Traditional beauty products do not abandon Italy's beauty cases, but solid cosmetics are the first choice for 1 in 10 consumers;
- Passione solid shampoo: in the shopping cart of 80% of Italians and a spending boom in Florence, Cagliari and Gorizia.
Here you can find the best solid cosmetics online.
In recent times, also thanks to the greater attention towards green issues and environmental responsibility, a new trend has emerged in the beauty sector: solid cosmetics (i.e. solid, concentrated and water-free versions of traditional cosmetics). Increasingly present on supermarket shelves, these new formulations occupy a place of honor in celebrities' beauty cases: but solid cosmetics are really the new "never-without-again" thing for Italians, why and what do Italian consumers like most? Everli – the online shopping marketplace – wanted to delve deeper into the relationship of the inhabitants of the Bel Paese with solid cosmetics, analyzing their consumption and investigating their approach towards these zero-waste beauty allies, through an analysis of internal data and a survey aimed at consumers.
Attention to the environment (60%), practicality (37%) and the skin (34%), but also to TV and influencers for around 1 in 4 Italians: this is what drives them to try solid cosmetics
Based on the evidence that emerged in the survey conducted by Everli, Italian consumers choose solid cosmetics because they are guided by their commitment to environmental sustainability and attention to gentle care of their bodies. Specifically, respondents believe that solid cosmetics have a lower impact on the planet, due to theabsence of plastic packaging (60%), are more practical to have in your bag and carry in the office or traveling (37%) and morerespectful of the skin, given their natural and green compositions (34%). Furthermore, Italians also choose these soap-sized products to reduce waste, because they are easier to dose (29%), and because they last longer than traditional products (26%).
Although for almost 1 in 5 Italians (19%) the decision to put a product of this type in the cart was a personal initiative or favored by word of mouth from friends and relatives, over half of the consumers of the country (58%) decided left intrigued by what they read or heard in the media. Specifically, Italians chose solid cosmetics above all because they heard about them on TV (26%), to follow the example of VIPs and influencers who they appreciate on social media (20%) or, again, because they were inspired by articles appearing on newspapers and online magazines (13%).
Cosmetics: 77% remain faithful to the traditional format, but solid shampoo occupies a special place in the peninsula's beauty cases
The approach to solid cosmetics still seems timid and hesitant, as demonstrated by the fact that these products are not yet part of the daily routine of Italians. Specifically, although almost all of the interviewees (95%) know them, only just over half (53%) have used them at least once. Traditional beauty products therefore remain strongly present in the beauty cases of the country, usually chosen by two thirds of consumers (77%), who, only from time to time, purchase their solid variants. Even when it comes to assortment, Italians are cautious: almost half (42%) only have one type of soap-sized cosmetics at home. Which? There is no doubt, solid shampoo is the favorite of the vast majority of Italians (80%). Although to a lesser extent, among the most used beauty allies in solid form there are also facial cleanser (43%), toothpaste (30%), shower gel (18%), deodorant (11%) and hair conditioner (5%) .
Florence, Cagliari and Gorizia: this is where you spend the most on solid shampoo
According to Everli data, solid shampoo is the must-have for Italians. From north to south of the Peninsula, this environmentally friendly cosmetic appeals to everyone. But it is the inhabitants of Florence, Cagliari and Gorizia who report the highest expenditure for the purchase of this beauty product. Broadening our gaze to a regional level,the supporters of solid shampoo are concentrated in Tuscany, with two provinces included in the top 10 of those in which the most was spent on the purchase of this product (Florence 1st and Grosseto 9th) followed equally by Lombardy and Emilia-Romagna, both with two cities in the ranking (Mantua 5th and Cremona 10th, Ferrara 7th and Parma 8th).
The top 10 Italian provinces where people spend the most on solid shampoo
| 1. | Florence (Tuscany) | 6. | Vercelli (Piedmont) |
| 2. | Cagliari (Sardinia) | 7. | Ferrara (Emilia-Romagna) |
| 3. | Gorizia (Friuli Venezia-Giulia) | 8. | Parma (Emilia-Romagna) |
| 4. | Bolzano (Trentino Alto-Adige) | 9. | Grosseto (Tuscany) |
| 5. | Mantua (Lombardy) | 10 | Cremona (Lombardy) |
SOURCE: Everli – The data reported is calculated on the basis of purchases made by Everli users via the website or app in the periods January-December 2021. The information is collected anonymously and is used for statistical purposes only. The survey was conducted in Italy in June 2022.
Everli
Born in the 2014, Everli is the main European marketplace for online shopping. The company mission is to guarantee greater peace of mind to people, reducing the complexity of shopping: by eliminating queues, parking queues and heavy bags, Everli allows users to concentrate only on the pleasant aspect of the shopping experience, wherever they go you find.
With offices in Milan, Verona, Paris and Warsaw, Everli has more than 100 partnerships with retailers and branded industries and almost 4 million orders delivered. The service is active in 61 Italian provinces.
