Italy strategic market for Sephora. New openings and services planned

It has brought the Sephoria beauty event to Italy, to Milan, for the first time after the 2024 world tour that touched cities such as Atlanta, Paris, Shanghai, Rio de Janeiro and Dubai, welcoming over 25 thousand participants: for Sephora - a perfumery brand in the Lvmh universe - the Italian market is becoming increasingly strategic, as Beyhan Figen, general manager of Sephora Italia, recounts: "Bringing Sephoria to this country was a natural choice thanks to its strong ties with fashion, beauty and art, Milan in particular. Italy represents a highly involved market for Sephora: Italian consumers have a strong passion for beauty, with a keen interest in both luxury and cutting-edge innovation. It is one of Sephora's most strategic and high performing markets in Europe'.

In 2024, the prestige beauty market in Italy grew by more than 9% compared to 2023 and by almost 28% compared to 2022. "Over the past year, Sephora Italia has significantly increased its market share thanks to territorial expansion, careful selection of the assortment, increasingly significant marketing investments and the adoption of innovative strategies focused on the beauty community," says gm. Sephora continues to invest in this market by expanding its physical and digital presence and offering an assortment increasingly in line with the preferences of Italian consumers".

Shoppers attach great importance to quality, often choosing premium skincare, luxury fragrances and professional make-up products. "Our exclusive product offerings and in-store services contribute to a premium shopping experience both in Italy and abroad," says Figen. "This leads to an average spend that is generally in line with other leading European markets.

However, buying habits vary from country to country. "The Italian beauty market differs from the international ones in terms of cultural influences, consumer preferences and distribution dynamics," the gm adds. Italians are very selective and look for products that suit their personal style and skincare needs. Distribution channels also show significant differences: while other beauty markets have been strongly influenced by mass retail, Italy maintains a more fragmented distribution model, with a strong presence of specialised retailers. The in-store experience and personalised services play a particularly important role in Italy, where customers appreciate expert advice and tailor-made recommendations'.

Sephora's development strategy for 2025 focuses on expansion, innovation and improving the customer experience, with Italy playing a key role in this growth. "Our shops are at the heart of this strategy," concludes Figen, "We plan to open new stores in several cities and renovate others, strengthening our presence and creating modern, interactive spaces designed to enhance the experience of our community. Innovation and exclusivity remain central with an ongoing commitment to offering unique products and expanding our portfolio of exclusive brands. New additions for 2025 include the launch of Audrer, Kosas, Yepoda and Paula's Choice and many more arrivals are planned throughout the year to cater to an increasingly savvy customer base, offering access to exclusive products and tailor-made experiences; as well as the debut of Sephoria, an initiative through which Sephora continues to evolve beyond traditional retail, transforming its shops into true experiential spaces and reinforcing its role as a 'love brand' for beauty enthusiasts."