Italy produces the majority of makeup sold worldwide

Le pays est un spécialiste de la production de fond de teint, de rouge à lèvres ou encore de mascara. France 2 s'est rendue dans la vallée de la cosmétique.

France is the image of world makeup champion.This is true for sale and yet when we look at cosmetic products, a mention "made in Italy" often appears on the back."It's not good because it means that we are listened to, we are wrong," said a passerby.We know little, but the French brands Chanel, Guerlain, L'Oréal, Givenchy, Dior, Bourjois, Sisley, Lancôme and Sephora produce most of their products near Milan.In the heart of the cosmetics valley, there are seven names unnamed on the facade.In a factory as large as five football fields are made of foundations which will then be sold under the logo of large multinationals, often French.Impossible to know their names, a confidentiality clause prevents managers from revealing this information.

Quality makeup that costs little

The products are designed, manufactured and packaged on site.Complete subcontracting which is based on very advanced robotization to lower costs.The production is of quality, which makes it possible to generate a comfortable margin.A lipstick made in Italy costs one euro at the end of the channel, it can be sold 10 euros in store.Between Milan and Bergamo, the activity is expanding.This former agricultural region now hosts hundreds of companies that represent almost 60% of world production.Innovation is also at the heart of the activity in order to design the makeup of the future.