{"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\/es\/2025\/11\/26\/tendencies-i-oportunitats-en-dermocosmetica-per-a-la-farmacia-en-una-nova-edicio-del-forum-dermoexpert\/","title":{"rendered":"Tendencias y oportunidades en dermocosm\u00e9tica para la farmacia en una nueva edici\u00f3n del F\u00f3rum Dermoexpert"},"content":{"rendered":"

El Col\u00b7legi de Farmac\u00e8utics de Barcelona (COFB)<\/strong> present\u00f3, el pasado 11 de noviembre, el Foro Dermoexpert \u201cTendencias en el mercado de la dermocosm\u00e9tica y oportunidades para la farmacia<\/strong>\u201d, con el patrocinio de El Oro<\/a>\u00e9al<\/a>. La formaci\u00f3n, que fue coordinada por Marta Alcalde<\/strong>, vocal de Dermofarmacia y Productos Sanitarios del COFB, y cont\u00f3 con la presentaci\u00f3n de Mar\u00eda Fern\u00e1ndez<\/strong>, m\u00e1nager de desarrollo de negocio en canal farmacia de L'Or\u00e9al Dermatological Beauty.<\/p>\n\n\n\n

Los objetivos <\/strong>de la formaci\u00f3n fueron identificar las principales tendencias del mercado de dermocosm\u00e9tica<\/strong>, analizar las oportunidades de negocio <\/strong>que ofrece la dermocosm\u00e9tica en la oficina de farmacia, dotar al farmac\u00e9utico de herramientas pr\u00e1cticas<\/strong> para integrar la dermocosm\u00e9tica <\/strong>en su estrategia comercial e interpretar las din\u00e1micas de compraventa <\/strong>y el comportamiento del consumidor en dermocosm\u00e9tica<\/strong>.<\/p>\n\n\n\n

\"La<\/a>
La vocal de Dermofarmacia y Productos Sanitarios del COFB, Marta Alcalde, fue la encargada de presentar el foro.
<\/figcaption><\/figure>\n\n\n\n

La vocal de Dermofarmacia y Productos Sanitarios del COFB, Marta Alcalde<\/strong>, present\u00f3 la sesi\u00f3n remarcando que \u201clos farmac\u00e9uticos deben saber c\u00f3mo preparar sus respectivas farmacias<\/strong> y conocer c\u00f3mo son los consumidores de hoy en d\u00eda ligados a la dermocosm\u00e9tica. Este campo ofrece productos de mucha innovaci\u00f3n que satisfacen necesidades, pero los farmac\u00e9uticos no est\u00e1n solos. La cosm\u00e9tica es multicanal<\/strong>, y por eso se deben conocer hacia d\u00f3nde van las tendencias del mercado global". Alcalde confirm\u00f3 que, "aunque las farmacias tienen el punto fuerte de contar con el consejo farmac\u00e9utico para los clientes<\/strong>, a veces no es suficiente y debe seguir siendo competitivos\u201d.<\/p>\n\n\n\n

La dermocosm\u00e9tica en la farmacia<\/h2>\n\n\n\n

Mar\u00eda Fern\u00e1ndez<\/strong> arranc\u00f3 su presentaci\u00f3n realizando un estudio comparativo a escala europea<\/strong> en cuanto a la penetraci\u00f3n de compradores de dermocosm\u00e9tica<\/strong>, comparando el a\u00f1o 2023 con el 2024: \u201cExiste en Espa\u00f1a una gran oportunidad de compradores que ahora mismo ni se han planteado comprar un solo producto<\/strong> de ese campo. El pa\u00eds puede llegar lejos en este aspecto y los farmac\u00e9uticos tienen una categor\u00eda en sus manos que todav\u00eda no ha llegado al Everest\u201d.<\/p>\n\n\n\n

\"Mar\u00eda<\/a>
Mar\u00eda Fern\u00e1ndez explic\u00f3 las oportunidades que ofrece la dermocosm\u00e9tica en las oficinas de farmacia. <\/figcaption><\/figure>\n\n\n\n

A continuaci\u00f3n, Fern\u00e1ndez explic\u00f3 que \u201cen la ciudad de Barcelona, las farmacias acabaron muy bien en 2024 en comparaci\u00f3n con Catalu\u00f1a y con unas datos casi iguales que la media nacional<\/strong>. Siguen habiendo muchas oportunidades en Barcelona que los farmac\u00e9uticos pueden aprovechar en el campo de la dermocosm\u00e9tica\u201d.<\/p>\n\n\n\n

Oportunidades y crecimiento de la categor\u00eda en la farmacia<\/h2>\n\n\n\n

El arsenal <\/strong>con el que cuenta la dermocosm\u00e9tica <\/strong>fue destacado a lo largo la sesi\u00f3n, con el objetivo de que la farmacia pueda identificar qu\u00e9 oportunidades hay<\/strong> y c\u00f3mo les puede captar: \u201caunque el medicamento es el coraz\u00f3n de las farmacias, dentro de la categor\u00eda de cuidados por el consumidor la dermocosm\u00e9tica ha llegado a crecer dos veces por encima del campo de los productos de belleza<\/strong> en los \u00faltimos a\u00f1os.\u201d Fern\u00e1ndez, adem\u00e1s, asegur\u00f3 que las farmacias han contribuido al crecimiento de este campo<\/strong>: \u201cel sector de la salud<\/strong>, desde hace ocho a\u00f1os, se han convertido en una de las principales tendencias<\/strong>, ya se ha consolidado y cada vez va a m\u00e1s. Se est\u00e1 expandiendo la salud integrativa y la preventiva, y por eso se debe tomar esta din\u00e1mica para dinamizar el campo y que la farmacia sea el primer canal <\/strong>de destino por el p\u00fablico<\/strong>. Si un cliente piensa en cuidarse la piel, pelo o u\u00f1as, el circuito de las farmacias debe ser el primer destino\u201d.<\/p>\n\n\n\n

\"Mar\u00eda<\/a>
Mar\u00eda Fern\u00e1ndez en un momento de su presentaci\u00f3n.<\/figcaption><\/figure>\n\n\n\n

Seguidamente, se han analizado las diferentes categor\u00edas de dermocosm\u00e9tica<\/strong> donde las farmacias barcelonesas tienen margen de mejora: \u201cEn cuanto a los productos ligados al rostro<\/strong>, Barcelona pesa m\u00e1s que la media a nivel nacional<\/strong>, aunque si el mercado no es muy din\u00e1mico, las farmacias se resentir\u00e1n.\u201d En relaci\u00f3n con la categor\u00eda solar<\/strong>, \u201clas estad\u00edsticas marcan que el volumen de ventas pesa menos que el total nacional, por lo que se sufre una ralentizaci\u00f3n en este segmento\u201d.<\/p>\n\n\n\n

Por \u00faltimo, Fern\u00e1ndez habl\u00f3 de la categor\u00eda capilar<\/strong> contra la ca\u00edda del cabello: \u201caunque en Barcelona crece la venta de este producto, lo hace a la mitad que el resto del territorio espa\u00f1ol<\/strong>. Se trata de la indicaci\u00f3n principal a la hora de acudir a la farmacia, que se debe a una problem\u00e1tica de pelo". A la hora de responder a lo que busca el consumidor cuando necesita encontrar un producto en la farmacia, los motivos principales son "la eficacia<\/strong>, los ingredientes<\/strong> y el consejo<\/strong>. La tercera pata est\u00e1 muy trabajada por los farmac\u00e9uticos<\/strong> y bien valorada por los usuarios, aunque es necesario establecer una comunicaci\u00f3n clara de los otros dos caminos\u201d, concluy\u00f3 la ponente.<\/p>\n\n\n\n

Con el patrocinio de:<\/strong><\/p>\n\n\n\n

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

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

El Colegio de Farmac\u00e9uticos de Barcelona (COFB) present\u00f3, el pasado 11 de noviembre, el Foro Dermoexpert \u201cTendencias en el mercado de la dermocosm\u00e9tica y oportunidades para la farmacia\u201d, con el patrocinio de L'Or\u00e9al. La formaci\u00f3n, que fue coordinada por Marta Alcalde, vocal de Dermofarmacia y Productos Sanitarios [\u2026]<\/p>","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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