Beauty Industry Competitive Scenario In Italy:Finding Out The Winning Strategies In The After Crisis Period

It is commonly held in the existing literature and in the common way that the economic downturn let to a collapse in consumption.This negative loop brought every sector, especially the ones focused on goods that doesn’t belong neither to the commodities cluster nor to the luxury goods one, to a consistent slow down in sells. In this thesis, I examine the other side of the crisis scenario by considering this transition period as an opportunity for the firms belonging to the beauty industry sector to increase the business arena exploiting new trends and figures emerged analysing the changing in the consumer mind set and behaving. The analysis is driven by three research questions:1. Which are the trends that led to a change in consumer needs during the after crisis period?2. To which extent did these new trends affect the market structure and the competitive scenario of the industry?3. How can a firm belonging to beauty industry take advantage of a downturn period instead of being a victim of it?I conducted my analysis with an empirical research supported by beauty industry reports and consumer market analysis:after identifying three main trends affecting three different consumer’s clusters (men, new generation, middle aged women), I found out the actors that could better perform in answering to these new needs.The conclusion is that not only the market structure resulted modified, but also new players entered the market imposing new standards and new successful business models that perfectly fit the demand requirements and therefore forced the existing players to adapt or to lose their supremacy in the market.