{"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\/es\/2018\/09\/12\/abordatge-cosmetica-masculina-farmacia\/","title":{"rendered":"Abordaje de la cosm\u00e9tica masculina desde la farmacia"},"content":{"rendered":"<p>En <strong>\u00bfla piel del hombre y de la mujer hay diferencias que justifiquen la necesidad de una cosm\u00e9tica pensada para cada uno? <\/strong>Para dar respuesta a esta cuesti\u00f3n, Eul\u00e0lia Mateu, farmac\u00e9utica, consultora de marketing cosm\u00e9tico y directora del programa Dermoexpert conversa con Josep Montero, farmac\u00e9utico experto en marketing.<strong><br \/>\n<\/strong><\/p>\n<p>Ambos repasan cu\u00e1les son los <strong>productos cosm\u00e9ticos que m\u00e1s consumen los hombres<\/strong>, c\u00f3mo <strong>recomendarlos adecuadamente<\/strong> y c\u00f3mo <strong>desarrollar esta categor\u00eda en la farmacia<\/strong> en el v\u00eddeo que recogemos a continuaci\u00f3n.<\/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>Afeitado y antica\u00edda del cabello<\/strong><\/span><\/h1>\n<p><strong>Los productos de afeitado y los de antica\u00edda del cabello son aquellos que m\u00e1s consumen los hombres<\/strong>. Actualmente, <strong>con el auge de la pr\u00e1ctica deportiva, existen una serie de productos como los de higiene (desodorantes, antitranspirantes) que tambi\u00e9n est\u00e1n creciendo mucho<\/strong>. En este sentido, Josep Montero destaca que <strong>\u201cel afeitado es la puerta de entrada a un mundo de soluciones para aportar a nuestro cliente<\/strong>. A trav\u00e9s de \u00e9ste podemos acercarnos al resto de productos que son interesantes para el hombre\u201d. Desde su punto de vista, frente a este tipo de productos, es importante que el <strong>farmac\u00e9utico<\/strong> denote \u201csu car\u00e1cter <strong>expert<\/strong>&#8220;.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Desarrollar la categor\u00eda de cosm\u00e9tica facial masculina en la farmacia<\/strong><\/span><\/h1>\n<p>Eulalia Mateu, explica que <strong>los \u00faltimos estudios demuestran que el hombre cada vez se cuida m\u00e1s pero que, en cambio, la categor\u00eda del cuidado facial y capilar masculino todav\u00eda no est\u00e1 demasiado desarrollada en la farmacia<\/strong> y plantea qu\u00e9 puede hacer el farmac\u00e9utico para desarrollarla m\u00e1s. Seg\u00fan Montero, la clave est\u00e1 en potenciar \u201cel <strong>car\u00e1cter t\u00e9cnico-dermatol\u00f3gico<\/strong> que tienen los productos para el hombre que vendemos en la farmacia\u201d. El experto tambi\u00e9n apunta a que la formaci\u00f3n del equipo de la farmacia (farmac\u00e9uticos, t\u00e9cnicos y auxiliares) tiene un papel muy importante. \u201cSi tenemos un personal entrenado con este tipo de productos, podremos solucionar problemas de acn\u00e9, foliculitis, ca\u00edda de cabello, bolsas, etc.\u201d. Y a\u00f1ade que el posicionamiento adecuado es siempre <strong>&quot;dar una soluci\u00f3n que resuelve un problema&quot;<\/strong>.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Recomendaci\u00f3n farmac\u00e9utica en cosm\u00e9tica masculina<\/strong><\/span><\/h1>\n<p>Seg\u00fan Montero, lo m\u00e1s importante para hacer una recomendaci\u00f3n de cosm\u00e9tica masculina en la farmacia y diferenciarse de otros canales implica \u201c<strong>orientarse a las necesidades fisiol\u00f3gicas de la piel<\/strong>, que es lo que realmente conoce el farmac\u00e9utico\u201d. Y es que, tal y como explica al inicio de la entrevista, los farmac\u00e9uticos \u201cse pueden posicionar de una manera ventajosa respecto al resto de canales\u201d, ya que \u201cdesde la farmacia tenemos una serie de productos con un valor a\u00f1adido que no tienen los dem\u00e1s: el <strong>cientifismo\u201d<\/strong>.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<div class=\"destacat-blog\">\n<h1><span style=\"color: #008080;\"><strong>15 de octubre, inicio de la segunda edici\u00f3n<\/strong><\/span><\/h1>\n<p>El pr\u00f3ximo <strong>15 de octubre<\/strong> empezar\u00e1 la segunda edici\u00f3n del <strong>Programa Dermoexpert<\/strong>, dise\u00f1ado especialmente para <strong>farmac\u00e9uticos comunitarios<\/strong> y que se caracteriza por su <strong>aplicaci\u00f3n pr\u00e1ctica<\/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> encontrar\u00e1s m\u00e1s informaci\u00f3n sobre la edici\u00f3n del curso 2018-2019. <\/strong>Tambi\u00e9n puedes consultar lo siguiente <strong>v\u00eddeo<\/strong>, donde Eul\u00e0lia Mateu, directora del programa, explica los <strong>objetivos y puntos clave<\/strong> de esta formaci\u00f3n.<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>Otras publicaciones de inter\u00e9s:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/blog.cofb.cat\/en-que-consisteix-el-maquillatge-oncologic\/\" target=\"_blank\" rel=\"noopener\">\u00bfEn qu\u00e9 consiste en maquillaje oncol\u00f3gico?<\/a> (Septiembre 2018)<\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/sessio-informativa-de-la-2a-edicio-del-programa-dermoexpert\/\" target=\"_blank\" rel=\"noopener\">Sesi\u00f3n informativa de la segunda edici\u00f3n del programa Dermoexpert<\/a> (Julio 2018)<\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/descobrint-potencial-dermofarmacia-programa-dermoexpert\/\" target=\"_blank\" rel=\"noopener\">Descubriendo el potencial de la Dermofarmacia con el programa Dermoexpert<\/a> (Junio 2018)<\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/finalitza-la-primera-edicio-del-programa-formatiu-dermoexpert\/\" target=\"_blank\" rel=\"noopener\">Finaliza la primera edici\u00f3n del programa formativo Dermoexpert<\/a> (Octubre 2017)<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>\u00bfEn la piel del hombre y de la mujer existen diferencias que justifiquen la necesidad de una cosm\u00e9tica pensada para cada uno? Para dar respuesta a esta cuesti\u00f3n, Eul\u00e0lia Mateu, farmac\u00e9utica, consultora de marketing cosm\u00e9tico y directora del programa Dermoexpert conversa con Josep Montero, farmac\u00e9utico experto en marketing. Todos [\u2026]<\/p>","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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