A data profile of the people who buy, follow and care about Keratin in Italy — modelled from more than twelve digital signal sources. Keratin has an estimated audience of 4,737,592 people in Italy.
The average Keratin fan in Italy is 38.6 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Campania, Lazio.
Top brand affinities include The Bold and the Beautiful, Pedicure, Google News, with strongest over-indexing on The Bold and the Beautiful (2.5× the country average).
Demographically, the Keratin audience skews more female with an average age of 38.6, and over-indexes on personality traits such as Extroversion, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Keratin fan in Italy is more female, around 38.6 years old, with strong Extroversion tendencies and a notable affinity for The Bold and the Beautiful.
The key figures that characterise the Keratin profile in Italy.
78.8% are female, 21.2% are male, average age 38.6.
| Metric | Value |
|---|---|
| Female | 78.8% |
| Male | 21.2% |
| Average age | 38.6 |
| Estimated audience size | 4,737,592 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 20% |
of the worldwide Keratin audience comes from Italy.
| Country | Share |
|---|---|
| United States | 18.4% |
| Japan | 12.8% |
| Brazil | 5.3% |
Where the Keratin audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Trentino-Alto Adige/Südtirol | ~100K | 1.63× | |
| 02 | Lombardy | ~900K | 1.13× | |
| 03 | Sicilia | ~400K | 1.06× | |
| 04 | Campania | ~600K | 1.04× | |
| 05 | Aosta Valley | ~10K | 1.03× | |
| 06 | Puglia | ~300K | 1.02× | |
| 07 | Molise | ~20K | 1.02× | |
| 08 | Calabria | ~100K | 1.00× | |
| 09 | Basilicata | ~40K | 0.99× | |
| 10 | Veneto | ~400K | 0.98× | |
| 11 | Friuli-Venezia Giulia | ~90K | 0.98× | |
| 12 | Piedmont | ~300K | 0.96× | |
| 13 | Sardinia | ~100K | 0.95× | |
| 14 | Umbria | ~70K | 0.94× | |
| 15 | Emilia-Romagna | ~400K | 0.93× | |
| 16 | Liguria | ~100K | 0.93× | |
| 17 | Abruzzo | ~100K | 0.93× | |
| 18 | Tuscany | ~300K | 0.92× | |
| 19 | Marche | ~100K | 0.91× | |
| 20 | Lazio | ~500K | 0.89× |
The strongest cross-interests of the Keratin audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | The Bold and the Beautiful | Movies & TV | 2.50× | ||
| 02 | Long hair | Beauty & Wellness | 2.30× | ||
| 03 | Manicure & Pedicure | Beauty & Wellness | 2.30× | ||
| 04 | Pedicure | Beauty & Wellness | 2.25× | ||
| 05 | Waxing | Beauty & Wellness | 2.25× | ||
| 06 | Makeup Tutorials | Beauty & Wellness | 2.22× | ||
| 07 | Google News | News | 2.21× | ||
| 08 | Permanent makeup | Beauty & Wellness | 2.16× | ||
| 09 | Manicure | Beauty & Wellness | 2.12× | ||
| 10 | Artificial nails | Beauty & Wellness | 2.09× | ||
| 11 | Eyelash | Beauty & Wellness | 2.07× | ||
| 12 | TEZENIS | Fashion & Accessoires | 2.04× | ||
| 13 | Brassiere | Food & Beverages | 2.03× | ||
| 14 | Nail art | Beauty & Wellness | 2.00× | ||
| 15 | Smile | Beauty & Wellness | 2.00× | ||
| 16 | Hair removal | Beauty & Wellness | 2.00× | ||
| 17 | Uomini e Donne | Movies & TV | 1.88× | ||
| 18 | Bikini | Fashion & Accessoires | 1.88× | ||
| 19 | Primark | Shopping | 1.74× | ||
| 20 | Sephora | Shopping | 1.67× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.35× | |
| Design Affinity | PREMIUM | 1.10× | |
| Price Sensitivity | PREMIUM | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.58× | |
| Need for Security | CONSERVATISM | 0.58× | |
| Risk Appetite | THRILL | 0.70× |
Keratin has an estimated audience of 4,737,592 people in Italy, concentrated in Lombardy and Campania.
78.8% of Keratin fans are female, 21.2% are male, with an average age of 38.6 years.
Keratin fans show strongest brand affinity for The Bold and the Beautiful (2.5×), Pedicure (2.25×), and Google News (2.21×) over the country average.
Keratin fans in Italy are most concentrated in Lombardy (reach ~900K), Campania (reach ~600K), and Lazio (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Keratin itself, the audience over-indexes on Pedicure (2.25×), Google News (2.21×), Uomini e Donne (1.88×), and Manicure (2.12×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Keratin. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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