To confirm past Cosmoprof successes and reinforce support for the Italian cosmetics sector in the crucially important US market: this is ICE's (Italian Institute for the promotion of foreign trade) objective in organising joint participation by Italian firms in the Cosmoprof trade fair (www.cosmoprofnorthamerica.com). The 2009 edition, regarded as one of the main events on the West Coast for the beauty products, cosmetics, accessories and packaging sector, will take place in Las Vegas from 19 to 21 July. Cosmoprof North America attracts the most important American retailers, importers and distributors, as well as the owners of beauty centres on the USA’s West Coast and South West, Mexico, the Caribbean region and South America.

It is difficult for operators from overseas to penetrate the American market: in fact, it is 85% dominated by American producers and distributors. With a market share of around 15%, overseas operators believe there is a big opportunity for growth. Italy, particularly, registered an increase in export value in 2008 of 8.62% to 188 million dollars, representing a growth in their US market share of 8.69% compared to 2007. Make-up, with imports growing by 3.71% in 2008, and products for the bathroom (+13.41%) were the Italian products most popular with US buyers.

Technology, research, style and service make up the ingredients for the success of Italian cosmetics throughout the world. Producers, represented by the trade association Unipro, export a reliable and competitive industrial model, the result of a world of firms that are still small, but have great service capacity. “Made in Italy cosmetics will continue to expand their position in the market”, affirms Unipro’s Chairman Fabio Franchina. He went on to emphasise that “the cosmetics sector offers products satisfying every kind of consumer. It invests in research, innovation and safety, and provides quick and effective solutions that are within everybody’s reach”.

The Italian cosmetics industry has another special aspect: a commitment to progressively eliminate testing on animals. The Italian sector was well prepared by its long history of commitment to this aim when two important restrictive measures regarding animal testing for cosmetics purposes came into force on 11 March 2009. In fact, Italy has played a decisive role in finding alternative methods. Unipro has recently reaffirmed that, together with European associations, it will continue to support all cosmetics industry efforts to completely eliminate animal testing.

In 2008 the Italian cosmetics sector had a turnover exceeding nine thousand million euro: last year’s 9,070 million euro represented an annual growth of 0.8 percent. Despite the enormous effect of the global financial crisis during this period, exports have grown by +2.1 % to 2,310 million euro.