From hair elastics to the first physical shop: 15 years of Amazon beauty

In the last fifteen years, Italy has undergone a profound transformation in shopping patterns, marking a radical evolution in consumer experiences. And it was precisely 15 years ago, on 23 November 2010, that Amazon first opened its virtual shop windows in Italy, accompanying the great online shopping revolution. During this period, it intercepted the new needs and the change taking place, transforming itself from an e-commerce site to a service system. In 15 years, it has gone from retail as a simple place to shop to a universe made up of emotions, values and ties, where personalised consumption experiences can be made on demand. We read in the analysis 'From connection to personalisation: 15 years of evolution of Italian consumer culture' presented by Amazon and conducted in collaboration with Professor Patrizia Martello, Naba University of Milan and Iuav University of Venice, and AstraRicerche.

In such a short time, consumption has stopped being an economic act and has become a cultural choice. In 2010, shops were the realm of shopping and e-commerce was taking its first steps in Italy driven by sectors such as electronics, publishing and travel. People were buying online to save money or find what was missing in physical retail, still central to everyday consumption. In its embryonic phase, the multichannel experience of the Italian consumer was made up of price comparisons, slow shipping, and trust to be gained. Buying online meant making planned and rational purchases, seeking convenience.

Then, between 2015 and 2019, with the digital acceleration, also driven by the smart evolution of mobile phones and the advent of players such as Amazon, e-commerce consolidated. It is in the two-year period 2014-2015 that beauty and personal care products begin to strengthen their online presence, in particular, among the most popular products are hair elastics, aloe vera gel and perfumes. In 2016-2017, we also witness the emergence of the biocosmetics and natural products trend. In fact, 2016 is the year of vegan with the boom of organic coconut oil for hair, skin and cooking being among the bestsellers. Conscious consumption grows, including 'ultra-cheap' Lucart Smile pure cellulose tissues. Health explodes in 2017 with the healthcare megatrend, including supplements, natural remedies and a new focus on the body

But the real boom in the beauty category will occur in the pandemic period (Covid19) the home becomes a safe and impregnable space, but also a 'hyper-place' that has absorbed everything thanks to a world of on-demand services and delivery. The home coincides with the world: work, sport, cultural and religious consumption, entertainment, beauty & wellness any activity acquires a new domestic dimension. The home as house, physical space, has turned into home, emotional space, experiential, of experiences, of relationships, a state of mind and heart that no longer disregards the fluid continuum between online and offline.

Among the new acquired behaviours: taking care of oneself with home fitness with a growth in the number of visits to sports and wellness websites of 133% (ANIF, 2022), healthy eating, beauty routines, digital literacy of older people and their ability to interact with home technologies. The bestsellers in beauty are serums and creams around the eyes and anti-cellulite body treatments.