Pharmacies show potential for sale of toiletries and beauty

Less sensitive to the economic downturn, the hygiene and beauty segment continues to invest to attract consumers. With great potential for sale of sunscreen and skin care, the brands are eyeing the pharmacies channel as the main distributor for raising earnings.
"The channel farma shot sales volume in this category. Another issue is that the products have cheaper prices at pharmacies than in supermarkets, "said retail Intelligence specialist, Olegario Aguilar during seminar promoted by the Getulio Vargas Foundation (FGV).
The big chains of pharmacies, the dermacosmetics are the most sold, since they are items indicated by dermatologists. "The pharmacy, she already comes in knowing what you're buying and, in this case, more than the dermatologist, the attendants or trained by consultants also have influence on that decision," explained the Director of marketing and services from Johnson Johnson, Tatiana & Sampath.
According to the Brazilian Association of Pharmacies and Drugstores (Abrafarma) health products consumption moved $ 77,9 billion June 2014 to June this year. The growth was 9.8% and driven primarily by personal care items (which are for hygiene and personal care; non-prescription drugs and nutrition items). Today the medicines have participation of 33.42% of sales of pharmacies associated with the entity.
Tatiana goes on to explain that today the dermacosmetics have 10% market share and this shows the ability to advance in sales in this category. "We tried to encourage the purchase at the point of sale. We have specific gondolas and trained consultants [own or pharmacy] to support the consumer, "he said.
The explanation for all actions in this sales channel is the time consumers spend in the store. "This is a purchase with purpose. She leaves the dermatologist and going to the pharmacy to buy the dermacosmetics, and we've got to make her choose our brand, which is the ROC ", explained the Executive.
The channel farma has as much relevance to Natura, specializing in direct sales, is selling products of Droga Raia, am one of the flags of the Raia Drogasil. "That's the way of nature, which is restructuring, investing in multicanalidade", says professor of Marketing at FGV-EAESP, Leandro Guissoni.
Natura confirmed the partnership. "The sale of the line I'M in pharmacy is a pilot project launched this month in stores of Droga Raia and Drogasil in Campinas", says the company.
The streak Drogasil stated that "pharmacies have registered good sales performance of personal care items and has the competitive advantage to provide great convenience to customers. New experiences of buying may complement and strengthen the direct sale, main channel of Natura, by extending access to brand and reach new customers. "
Who has also been busy is the Avon, which also works with direct selling. According to senior marketing manager, Josiane Schunck, the company's reinvented: "we study the possibility of creating a dedicated line for internet sales. Avon also has partnered with the Sephora to bring Greek Korres cosmetics brand.
Habits
Even with the power acquired by the Brazilian consumption in recent years, women do not have the habit of doing preventative care. Nine out of 10 women spend with hair products-consider the major factor. Only two of the 10 women acquire products for the care of the face and one of the initiatives of both the industry and retailers do activation actions at the point of sale and promotional packages with varied products.
The latest partnership was L'Oreal Brazil with Extra supermarket network, Grupo Pão de Açúcar. Companies have created the "space of beauty", which brings together various products on site for skin, hair, nails and makeup, renowned brands.