Those working in this sector must first take one key factor into account: today, consumers are more aware, thanks to the many digital channels available, and recognize the crucial role of personal care combined with a healthy lifestyle. Self-care has become a routine for coping with the daily stress caused by work and private life.
People are clearly looking for products with effective, targeted formulations, minimal or recyclable packaging, and a strong focus on preventing 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 reduced consumption, is now a priority for both consumers and producers. It 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 fact is that, despite the amount of information available online and their familiarity with choosing products, more and more people are choosing human contact and expert advice. The possibility of receiving immediate feedback and specific advice from a professional considered trustworthy and competent is leading consumers to rely increasingly on their pharmacist.
36% of people say they are interested in receiving advice and consultation at the pharmacy about dermatological concerns.
What the pharmacy channel data tells us
This context includes the data reported by the 2022 Barometer of the Cosmetica in Farmacia Group, which analyzed the cosmetics market within the pharmacy channel. These sell-out figures are useful and often indispensable for those working in this sector and, as I have explained elsewhere, I am personally involved in it.
Cosmetics, as shown by the 2.7% increase in the volume of pharmacy purchases, has also revealed other interesting trends, 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 affected 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 consultation. In this direction, the number of pharmacies specializing in dermatological concerns is expected to grow—currently 60%—alongside the spread of advanced skin and hair analysis tools, which are available in 49% of pharmacies nationwide.
Direct sales are set to achieve significant results only if staff and pharmacies themselves make the effort to stand out by informing customers about active loyalty programs and providing information through digital channels. 24% of consumers visit the pharmacy’s website specifically to read articles on health and well-being with prevention advice, while 50% use it to book services or products.
Online and your trusted pharmacy are not mutually exclusive
The e-commerce and online shopping trend is keeping pace with that of the trusted pharmacy, contrary to what one might think in today’s highly technological age. It is therefore necessary to make use 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 provide a way to understand the public’s choices and better position the strategies of a sector that forms part of a broader context—the well-being of skin, body, and mind.
The common thread running through my work is the belief that cosmetics still offer many opportunities for innovation and development. Looking at the data allows me to build an overall picture and channel the strategies I want to implement more effectively.
Source: 2022 Barometer of the Cosmetica in Farmacia Group. 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 consultation, you can visit the page dedicated to LeLang partners or apply to become a pharmacist partner.
