{"id":40888,"date":"2018-09-12T17:29:03","date_gmt":"2018-09-12T15:29:03","guid":{"rendered":"https:\/\/blog.cofb.cat\/?p=40888"},"modified":"2018-09-12T17:29:03","modified_gmt":"2018-09-12T15:29:03","slug":"abordatge-cosmetica-masculina-farmacia","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/ca\/2018\/09\/12\/abordatge-cosmetica-masculina-farmacia\/","title":{"rendered":"Abordatge de la cosm\u00e8tica masculina des de la farm\u00e0cia"},"content":{"rendered":"<p>En <strong>la pell de l&#8217;home i de la dona hi ha difer\u00e8ncies que justifiquin la necessitat d&#8217;una cosm\u00e8tica pensada per a cada un? <\/strong>Per donar resposta a aquesta q\u00fcesti\u00f3, Eul\u00e0lia Mateu, farmac\u00e8utica, consultora de m\u00e0rqueting cosm\u00e8tic i directora del programa Dermoexpert conversa amb Josep Montero, farmac\u00e8utic expert en m\u00e0rqueting.<strong><br \/>\n<\/strong><\/p>\n<p>Tots dos repassen quins s\u00f3n els <strong>productes cosm\u00e8tics que m\u00e9s consumeixen els homes<\/strong>, com <strong>recomanar-los adequadament<\/strong> i com <strong>desenvolupar aquesta categoria a la farm\u00e0cia<\/strong> al v\u00eddeo que recollim tot seguit.<\/p>\n<p><iframe src=\"https:\/\/player.vimeo.com\/video\/284331950\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h1><span style=\"color: #008080;\"><strong>Afaitat i anticaiguda del cabell<\/strong><\/span><\/h1>\n<p><strong>Els productes d&#8217;afaitat i els d&#8217;anticaiguda del cabell s\u00f3n aquells que consumeixen m\u00e9s els homes<\/strong>. Actualment, <strong>amb l&#8217;auge de la pr\u00e0ctica esportiva, hi ha una s\u00e8rie de productes com els d&#8217;higiene (desodorants, antitranspirants) que tamb\u00e9 estan creixent molt<\/strong>. En aquest sentit, Josep Montero destaca que <strong>&#8220;l&#8217;afaitat \u00e9s la porta d&#8217;entrada a un m\u00f3n de solucions per aportar al nostre client<\/strong>. A trav\u00e9s d&#8217;aquest podem apropar-nos a la resta de productes que s\u00f3n interessants per l&#8217;home&#8221;. Des del seu punt de vista, davant d&#8217;aquest tipus de productes, \u00e9s important que el <strong>farmac\u00e8utic<\/strong> denoti &#8220;el seu car\u00e0cter <strong>expert<\/strong>&#8220;.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Desenvolupar la categoria de cosm\u00e8tica facial masculina a la farm\u00e0cia<\/strong><\/span><\/h1>\n<p>Eul\u00e0lia Mateu, explica que <strong>els darrers estudis demostren que l&#8217;home cada vegada es cuida m\u00e9s per\u00f2 que, en canvi, la categoria de la cura facial i capil\u00b7lar masculina encara no est\u00e0 gaire desenvolupada a la farm\u00e0cia<\/strong> i planteja qu\u00e8 pot fer el farmac\u00e8utic per a desenvolupar-la m\u00e9s.\u00a0 Segons Montero, la clau est\u00e0 a potenciar &#8220;el <strong>car\u00e0cter t\u00e8cnic-dermatol\u00f2gic<\/strong> que tenen els productes per a l&#8217;home que venem a la farm\u00e0cia&#8221;. L&#8217;expert tamb\u00e9 apunta que la formaci\u00f3 de l&#8217;equip de la farm\u00e0cia (farmac\u00e8utics, t\u00e8cnics i auxiliars) t\u00e9 un paper molt important. &#8220;Si tenim un personal entrenat amb aquest tipus de productes, podrem solucionar problemes d&#8217;acne, fol\u00b7liculitis, caiguda de cabell, bosses, etc.&#8221;. I afegeix que el posicionament adequat \u00e9s sempre <strong>&#8220;donar una soluci\u00f3 que resol un problema&#8221;<\/strong>.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Recomanaci\u00f3 farmac\u00e8utica en cosm\u00e8tica masculina<\/strong><\/span><\/h1>\n<p>Segons Montero, el m\u00e9s important per fer una recomanaci\u00f3 de cosm\u00e8tica masculina a la farm\u00e0cia i diferenciar-se d&#8217;altres canals implica &#8220;<strong>orientar-se a les necessitats fisiol\u00f2giques de la pell<\/strong>, que \u00e9s el que realment coneix el farmac\u00e8utic&#8221;. I \u00e9s que, tal com explica al comen\u00e7ament de l&#8217;entrevista, els farmac\u00e8utics\u00a0&#8220;es poden posicionar d&#8217;una manera avantatjosa respecte a la resta de canals&#8221;, ja que &#8220;des de la farm\u00e0cia tenim una s\u00e8rie de productes amb un valor afegit que no tenen els altres: el <strong>cientifisme&#8221;<\/strong>.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<div class=\"destacat-blog\">\n<h1><span style=\"color: #008080;\"><strong>15 d&#8217;octubre, inici de la segona edici\u00f3<\/strong><\/span><\/h1>\n<p>El pr\u00f2xim <strong>15 d&#8217;octubre<\/strong> comen\u00e7ar\u00e0 la segona edici\u00f3 del <strong>Programa Dermoexpert<\/strong>, dissenyat especialment per a <strong>farmac\u00e8utics comunitaris<\/strong> i que es caracteritza per la seva <strong>aplicaci\u00f3 pr\u00e0ctica<\/strong>. <strong><a href=\"https:\/\/farmaceutics.cofb.net\/documents\/10186\/433794\/DERMOEXPERT2018-2019web.pdf\/3fa1a494-5bc7-435b-b0c8-6a77df70a979\" target=\"_blank\" rel=\"noopener\">Aqu\u00ed<\/a> trobar\u00e0s m\u00e9s informaci\u00f3 sobre l&#8217;edici\u00f3 del curs 2018-2019. <\/strong>Tamb\u00e9 pots consultar el seg\u00fcent <strong>v\u00eddeo<\/strong>, on Eul\u00e0lia Mateu, directora del programa, explica els <strong>objectius i punts claus<\/strong> d&#8217;aquesta formaci\u00f3.<br \/>\n<iframe src=\"https:\/\/player.vimeo.com\/video\/277449126\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe>\n<\/div>\n<p><strong>Altres publicacions d&#8217;inter\u00e8s:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/blog.cofb.cat\/en-que-consisteix-el-maquillatge-oncologic\/\" target=\"_blank\" rel=\"noopener\">En qu\u00e8 consisteix en maquillatge oncol\u00f2gic?<\/a> (Setembre 2018)<\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/sessio-informativa-de-la-2a-edicio-del-programa-dermoexpert\/\" target=\"_blank\" rel=\"noopener\">Sessi\u00f3 informativa de la segona edici\u00f3 del programa Dermoexpert<\/a> (Juliol 2018)<\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/descobrint-potencial-dermofarmacia-programa-dermoexpert\/\" target=\"_blank\" rel=\"noopener\">Descobrint el potencial de la Dermofarm\u00e0cia amb el programa Dermoexpert<\/a> (Juny 2018)<\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/finalitza-la-primera-edicio-del-programa-formatiu-dermoexpert\/\" target=\"_blank\" rel=\"noopener\">Finalitza la primera edici\u00f3 del programa formatiu Dermoexpert<\/a> (Octubre 2017)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>En la pell de l&#8217;home i de la dona hi ha difer\u00e8ncies que justifiquin la necessitat d&#8217;una cosm\u00e8tica pensada per a cada un? Per donar resposta a aquesta q\u00fcesti\u00f3, Eul\u00e0lia Mateu, farmac\u00e8utica, consultora de m\u00e0rqueting cosm\u00e8tic i directora del programa Dermoexpert conversa amb Josep Montero, farmac\u00e8utic expert en m\u00e0rqueting. Tots [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":40976,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[57],"tags":[3233,3234,18,19,153,3235,2837,53,68,70,3050,2715,368],"class_list":["post-40888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mon-collegial","tag-afaitat","tag-caiguda-del-cabell","tag-cofb","tag-collegi-de-farmaceutics-de-barcelona","tag-cosmetica","tag-cosmetica-masculina","tag-dermoexpert","tag-farmaceutics","tag-farmacia","tag-formacio","tag-productes-cosmetics","tag-programa-dermoexpert","tag-recomanacio-farmaceutica"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - 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