{"id":82763,"date":"2025-11-26T13:27:20","date_gmt":"2025-11-26T13:27:20","guid":{"rendered":"https:\/\/www.cofb.org\/?p=82763"},"modified":"2025-12-04T14:17:25","modified_gmt":"2025-12-04T14:17:25","slug":"tendencies-i-oportunitats-en-dermocosmetica-per-a-la-farmacia-en-una-nova-edicio-del-forum-dermoexpert","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/ca\/2025\/11\/26\/tendencies-i-oportunitats-en-dermocosmetica-per-a-la-farmacia-en-una-nova-edicio-del-forum-dermoexpert\/","title":{"rendered":"Tend\u00e8ncies i oportunitats en dermocosm\u00e8tica per a la farm\u00e0cia en una nova edici\u00f3 del F\u00f2rum Dermoexpert"},"content":{"rendered":"\n

El Col\u00b7legi de Farmac\u00e8utics de Barcelona (COFB)<\/strong> va presentar, el passat 11 de novembre, el F\u00f2rum Dermoexpert \u201cTend\u00e8ncies en el mercat de la dermocosm\u00e8tica i oportunitats per a la farm\u00e0cia<\/strong>\u201d, amb el patrocini de L\u2019Or<\/a>\u00e9al<\/a>. La formaci\u00f3, que va ser coordinada per Marta Alcalde<\/strong>, vocal de Dermofarm\u00e0cia i Productes Sanitaris del COFB, i va comptar amb la presentaci\u00f3 de Mar\u00eda Fern\u00e1ndez<\/strong>, m\u00e0nager de desenvolupament de negoci en canal farm\u00e0cia de L’Or\u00e9al Dermatological Beauty.<\/p>\n\n\n\n

Els objectius <\/strong>de la formaci\u00f3 van ser identificar les principals tend\u00e8ncies del mercat de dermocosm\u00e8tica<\/strong>, analitzar les oportunitats de negoci <\/strong>que ofereix la dermocosm\u00e8tica a l’oficina de farm\u00e0cia, dotar el farmac\u00e8utic d’eines pr\u00e0ctiques<\/strong> per integrar la dermocosm\u00e8tica <\/strong>en la seva estrat\u00e8gia comercial i interpretar les din\u00e0miques de compravenda <\/strong>i el comportament del consumidor en dermocosm\u00e8tica<\/strong>.<\/p>\n\n\n\n

\"La<\/a>
La vocal de Dermofarm\u00e0cia i Productes Sanitaris del COFB, Marta Alcalde, va ser l\u2019encarregada de presentar el f\u00f2rum.
<\/figcaption><\/figure>\n\n\n\n

La vocal de Dermofarm\u00e0cia i Productes Sanitaris del COFB, Marta Alcalde<\/strong>, va presentar la sessi\u00f3 remarcant que \u201cels farmac\u00e8utics han de saber com preparar les seves respectives farm\u00e0cies<\/strong> i con\u00e8ixer com s\u00f3n els consumidors d\u2019avui dia lligats a la dermocosm\u00e8tica. Aquest camp ofereix productes de molta innovaci\u00f3 que satisfan necessitats, per\u00f2 els farmac\u00e8utics no estan sols. La cosm\u00e8tica \u00e9s multicanal<\/strong>, i per aix\u00f2 s\u2019han de con\u00e8ixer cap a on van les tend\u00e8ncies del mercat global\u201d. Alcalde va confirmar que, \u201ctot i que les farm\u00e0cies tenen el punt fort de comptar amb el consell farmac\u00e8utic pels clients<\/strong>, a vegades no \u00e9s suficient i s\u2019ha de continuar sent competitius\u201d.<\/p>\n\n\n\n

La dermocosm\u00e8tica a la farm\u00e0cia<\/h2>\n\n\n\n

Mar\u00eda Fern\u00e1ndez<\/strong> va arrencar la seva presentaci\u00f3 realitzant un estudi comparatiu a escala europea<\/strong> pel que fa a la penetraci\u00f3 de compradors de dermocosm\u00e8tica<\/strong>, comparant l\u2019any 2023 amb el 2024: \u201cExisteix a Espanya una gran oportunitat de compradors que ara mateix ni s\u2019han plantejat comprar un sol producte<\/strong> d\u2019aquest camp. El pa\u00eds pot arribar lluny en aquest aspecte i els farmac\u00e8utics tenen una categoria a les seves mans que encara no ha arribat a l\u2019Everest\u201d.<\/p>\n\n\n\n

\"Mar\u00eda<\/a>
Mar\u00eda Fern\u00e1ndez va explicar les oportunitats que ofereix la dermocosm\u00e8tica a les oficines de farm\u00e0cia. <\/figcaption><\/figure>\n\n\n\n

A continuaci\u00f3, Fern\u00e1ndez va explicar que \u201ca la ciutat de Barcelona, les farm\u00e0cies van acabar molt b\u00e9 l\u2019any 2024 en comparaci\u00f3 a Catalunya i amb unes dades gaireb\u00e9 iguals que la mitjana nacional<\/strong>. Continuen havent-hi moltes oportunitats a Barcelona que els farmac\u00e8utics poden aprofitar dins el camp de la dermocosm\u00e8tica\u201d.<\/p>\n\n\n\n

Oportunitats i creixement de la categoria a la farm\u00e0cia<\/h2>\n\n\n\n

L\u2019arsenal <\/strong>amb el qual compta la dermocosm\u00e8tica <\/strong>va ser destacat al llarg la sessi\u00f3, amb l\u2019objectiu que la farm\u00e0cia pugui identificar quines oportunitats hi ha<\/strong> i com els pot captar: \u201ctot i que el medicament \u00e9s el cor de les farm\u00e0cies, dins la categoria de cures pel consumidor la dermocosm\u00e8tica ha arribat a cr\u00e9ixer dues vegades per damunt del camp dels productes de bellesa<\/strong> en els \u00faltims anys\u201d. Fern\u00e1ndez, a m\u00e9s, va assegurar que les farm\u00e0cies han contribu\u00eft al creixement d\u2019aquest camp<\/strong>: \u201cel sector de la salut<\/strong>, des de fa vuit anys, s\u2019han convertit en una de les principals tend\u00e8ncies<\/strong>, ja s\u2019ha consolidat i cada vegada va a m\u00e9s. S\u2019est\u00e0 expandint la salut integrativa i la preventiva, i per aix\u00f2 s\u2019ha d\u2019agafar aquesta din\u00e0mica per dinamitzar el camp i que la farm\u00e0cia sigui el primer canal <\/strong>de dest\u00ed pel p\u00fablic<\/strong>. Si un client pensa a cuidar-se la pell, cabells o ungles, el circuit de les farm\u00e0cies ha de ser el primer dest\u00ed\u201d.<\/p>\n\n\n\n

\"Mar\u00eda<\/a>
Mar\u00eda Fern\u00e1ndez en un moment de la seva presentaci\u00f3.<\/figcaption><\/figure>\n\n\n\n

Seguidament, s\u2019han analitzat les diferents categories de dermocosm\u00e8tica<\/strong> on les farm\u00e0cies barcelonines tenen marge de millora: \u201cPel que fa als productes lligats al rostre<\/strong>, Barcelona pesa m\u00e9s que la mitjana en l\u2019\u00e0mbit nacional<\/strong>, tot i que si el mercat no \u00e9s molt din\u00e0mic, les farm\u00e0cies es ressentiran\u201d. En relaci\u00f3 amb la categoria solar<\/strong>, \u201cles estad\u00edstiques marquen que el volum de vendes pesa menys que el total nacional, i per aix\u00f2 es pateix un alentiment en aquest segment\u201d.<\/p>\n\n\n\n

Finalment, Fern\u00e1ndez va parlar de la categoria capil\u00b7lar<\/strong> contra la caiguda dels cabells: \u201ctot i que a Barcelona creix la venda d\u2019aquest producte, ho fa a la meitat que la resta del territori espanyol<\/strong>. Es tracta de la indicaci\u00f3 principal a l\u2019hora d\u2019acudir a la farm\u00e0cia, que \u00e9s degut a una problem\u00e0tica de cabells\u201d. A l\u2019hora de respondre al que busca el consumidor quan necessita trobar un producte a la farm\u00e0cia, els motius principals s\u00f3n \u201cl\u2019efic\u00e0cia<\/strong>, els ingredients<\/strong> i el consell<\/strong>. La tercera pota est\u00e0 molt treballada pels farmac\u00e8utics<\/strong> i ben valorada pels usuaris, tot i que cal establir una comunicaci\u00f3 clara dels altres dos camins\u201d, va concloure la ponent.<\/p>\n\n\n\n

Amb el patrocini de:<\/strong><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

El Col\u00b7legi de Farmac\u00e8utics de Barcelona (COFB) va presentar, el passat 11 de novembre, el F\u00f2rum Dermoexpert \u201cTend\u00e8ncies en el mercat de la dermocosm\u00e8tica i oportunitats per a la farm\u00e0cia\u201d, amb el patrocini de L\u2019Or\u00e9al. La formaci\u00f3, que va ser coordinada per Marta Alcalde, vocal de Dermofarm\u00e0cia i Productes Sanitaris […]<\/p>\n","protected":false},"author":10,"featured_media":83137,"comment_status":"closed","ping_status":"closed","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":"set","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 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