Anyone working in this sector must first take one key factor into account: today, consumers are more informed, thanks to the many digital channels available, and they recognize the crucial role of personal care combined with a healthy lifestyle. Self-care has become a routine for combating the daily stress caused by work and personal life.
People are increasingly looking for products with effective, targeted formulations, minimal or recyclable packaging, and are paying close attention to preventing skin imperfections. Health and well-being have become central topics in recent years—and not on their own: attention to environmental, social, and economic sustainability, together with reducing consumption, is now a priority for both consumers and producers. This is an issue on which we have taken concrete action, as we explain in the article on LeLang and sustainable beauty.
The return of human contact
An interesting finding is that, despite the amount of information available online and their familiarity with choosing products, more and more people are choosing human contact and seeking advice. The opportunity to receive immediate feedback and specific advice from a professional considered reliable and knowledgeable is leading consumers to rely increasingly on pharmacists.
36% of people say they are interested in receiving advice and consultations at a pharmacy about dermatological concerns.
What the pharmacy channel data tells us
This context includes the data reported in the 2022 Pharmacy Cosmetics Group Barometer, which analyzed the cosmetics market within the pharmacy channel. These sell-out figures are useful and often essential for anyone working in this sector and, as I have explained elsewhere, I am personally involved in it.
Cosmetics, as shown by the 2.7% recovery in the volume of pharmacy purchases, have also revealed other interesting trends, found both in direct sales and e-commerce. In particular, there has been an increase in demand for loyalty programs and more transparent communication channels that provide additional information and useful advice, such as websites and blogs.
It should be noted that the trends analyzed must be viewed in the context of a post-pandemic period in which the concept of well-being has expanded to every level and has also come to include beauty routines, which have become more minimalist and essential. This is an approach we explored in our guide to the minimalist skincare routine.
Increasingly specialized pharmacies
It is easy to conclude that there is no shortage of tools for reaching the public, nor of those needed to meet the demand for personalized consultations. In this direction, the number of pharmacies specializing in dermatological concerns is set to grow (currently 60%), along with the spread of advanced skin and hair analysis tools (available in 49% of pharmacies nationwide).
Direct sales are destined to achieve significant numbers only if staff and pharmacies themselves make an effort to stand out by informing customers about active loyalty programs and providing information through digital channels. 24% of consumers visit a pharmacy’s website specifically to read articles about health and well-being featuring prevention advice, while 50% use it to book services or products.
Online shopping and your trusted pharmacy can coexist
The e-commerce and online shopping trend is progressing alongside that of the trusted pharmacy, contrary to what one might think in an era as hyper-technological as ours. For this reason, it is necessary to make the most of both channels and guide the public more effectively toward consultation and personalization. Alongside the need for effective telemedicine services, it is essential to rediscover the role of the trusted pharmacy in the cosmetics sector as well.
The trends analyzed serve this purpose: they are a way to understand the public’s choices and better position the strategies of a sector that forms part of a broader context—that of the well-being of the skin, body, and mind.
The common thread running through my work is the belief that cosmetics still offer many opportunities for innovation and new initiatives: looking at the data allows me to form an overall picture and better channel the strategies I want to implement.
Source: 2022 Pharmacy Cosmetics Group Barometer. The data cited refers to that edition of the report.
Are you a pharmacist?
If you work in a pharmacy and would like to learn about our approach to in-pharmacy consultations, you can visit the page dedicated to LeLang partners or apply to become a partner pharmacist.
