L’Oréal Italia launches the ninth appointment of the Beauty Observatory: great involvement of Italian women in the world of beauty with a data average higher than the European one. The Observatory is created in collaboration with the Consumer Market Insight department of L’Oréal Italia which daily deals with producing and coordinating qualitative and quantitative research to deepen knowledge on consumers. The source used is Ipsos Beauty Track (2020 and previous editions) and the countries involved are: Italy, France, Germany, United Kingdom and Spain (for each country the sample is about 3,000 women 15-70 years old, representative of the women of the respective country) . From the research we observe a great attention to health (“for me to be beautiful means above all to look healthy” 75% vs 70% European average), to naturalness (preference for beauty products with natural ingredients 71% vs 64%), to the choice of non-polluting products on the one hand (71% vs 64%) and able to protect us from the aggression of external agents on the other (67% vs 51%). We also rediscover the great dimension of pleasure that characterizes us (here, in fact, we find the largest difference vs the European average, +17 points -> “taking care of myself is a real pleasure” 69% vs 52%). The desire not to use too many products on skin and hair is still granted (62%) but it is the only one to be lower than the European average (68%), confirming a rather complex routine. Another specific trait of Italian women is the trust in the dermatologist and his advice (“I prefer products recommended by the dermatologist” 50% vs 39%). Here we find the desire to look younger (“I take care of myself to look younger” 49% vs 43%). And finally, we are also characterized by a greater search for innovation (“when I buy beauty products, I always choose the latest innovations” 34% vs 20%) and by a higher propensity for cosmetic surgery (27% vs 21%). A new sense of well-being: the pleasure of taking care of yourself From the analysis of all available information on Italian and European women, we have identified 3 transversal trends. For Italian and European women, the sense of well-being is very focused on self-care, and is increasingly experienced as a pleasure, a cuddle. On the one hand, the use of products that allow to obtain specific results (hydration, anti-wrinkles, etc.) or to combat skin problems, and of accessories that complete the face and body care gestures, therefore increases. On the other hand, make-up has seen a return to a slightly simpler and perhaps even more fun application in all countries. On the other hand, the desire to feel and look beautiful leads to a greater acceptance of permanent and non-permanent aesthetic practices, such as tattoos and piercings (49% of Italian women say they have tattoos or piercings, a clear increase towards the previous survey. 2016; in the UK the percentage is as high as 70%). We have also observed a growing interest in more or less invasive cosmetic surgery practices, a trend certainly accentuated by the new lifestyle induced by the health emergency that we are still experiencing and the so-called “Zoom boom effect”. The search for optimized routines on the one hand, and on the other for new benefits and textures Interest has grown in multi-use products and hybrid products, in particular make-up products with skincare benefits (skinification), but at the same time the average number of products used, a sign of a more demanding consumer in search of efficacy and practicality At the same time we have observed a significant increase in the search for deeper and more expert benefits. In Italy, for example, we have seen greater growth in the use of cleansing or treatment masks, both in fabric and cream, hair masks, but also deodorant wipes and scrubs for deep cleansing, and more sensory, light and scented. An increasingly natural, safe, clean, eco-conscious beauty We have found a greater awareness of the environment and clean beauty, which is expressed on the one hand in the preference for natural, organic and environmentally friendly products, on the other in the increase in home remedies for all parts of the body (hair, face, body) and in the use of more “pure” products, such as solid shampoo. Another important issue is the transversal increase in European countries (apart from the United Kingdom) in the use of sun protection and after-sun products. This is accompanied by a general greater use of face care, make-up, lip and body products that contain SPF, proof of the increased awareness of the need to protect oneself from external aggressions: not only pollution, but also heat, blue light, etc.; and indeed, among the most recognized enemies of beauty among European women we find pollution and the sun. So sun protection, even within care and make-up products, and protection from pollution and external agents are the new must-haves in beauty. Finally, the last element that strongly emerges is the relevance of dermatological expertise: more and more women go to the dermatologist (in Italy they are 26%), and more and more women, especially in Italy and Spain, prefer products recommended by the dermatologist. Another interesting fact is the increase in the use of both care and cleansing products specific for sensitive skin. And in fact, across countries, there was an increase in the sensitivity of the skin of the face and body and of the scalp. And also in this area we can talk about the impacts of the Covid emergency, such as the skin on the hands that is drier due to the continuous use of sanitizing gels, or that of the face more impure due to the use of masks.