The price gains weight in the purchase decision of consumers of dermo-cosmetic products

ElogiaPharma , the skilled division in health and pharmaceutical marketing of the agency of digital marketing Elogia, has made the IIl Study Patient Digital Touchpoints, on the process of decision of on-line purchase of products of dermocosmética, and affirms that the Spaniards spend an average of €64,70 to the month in on-line shopping of products of dermocosmética and of average, a total of 7 products to the day.How it has changed the consumer? Has more consciousness on the effects that the chemical products can have in his skin They look for products that warn and treat the aging, the hiperpigmentación and the dryness They look for a personalización of the products and that concern by his security and effectiveness.Dermo-cosmetic products that have experienced a greater growth in the market regarding volume of turnover are the woman facial care products, sun care products and hair care.In the study of Elogia Pharma made to women and resident men Spain with an age comprised between the 18 and the 60 years and that have made a purchase of products dermocosméticos in the last 6 months extracted notable conclusions on the situation of the current market and the 'dermocare journey'.What is the 'Dermocare Journey'?The 'dermocare journey' refers to all the previous moments that crosses the consumer that makes the consumer before effecting the purchase of a dermo-cosmetic product. Pimeramente, initiates with an identification of the need that comes preceded by the research of the information for later happen to the selection of the brand. In this moment, the consumer goes in in contact with diverse players that influencian his decision. After decanting by the brand, arrives the fourth step: On-line or off-line? We go in in the following point: the evaluation of alternatives until it does effective definitively the purchase.The chemist keeps on being the source of information of referenceTo the equal that in the past study published and elaborated in 2022, the physical pharmacy is the main channel of research of information on products of dermocosmética with 62%. The chemist is a notable figure for the consumer and has grown 2 points with regard to the first study that elaborated Elogia Pharma in 2022. It influences directly in the election of mark of the consumer, that relates the figure of the chemist like an influencer. The medical/dermatologist has increased his presence with regard to the 2022 with 35%, 5% more than in 2022 and the consumer identifies it like the second influential factor to the hour to choose a brand.The price is the main driver to buy on-lineThe pharmacy is the channel preferred to make the purchase of products dermocosméticos, followed to big distance by the shops of on-line cosmetic with 10% with regard to 44% of the first. This supposes, that the main channel of purchase continues being the off-line channel with 68%, and 32% is the on-line. The main factors and drivers that carries them to the youngest consumers to opt by the on-line channel are the prices, the comfort that east generates and the rapidity. This 2023, the price has turned into the main reason to select the via on-line. The inflation and the rise of prices also has noticed in the market of the dermocosmética that has seen like the discounts and promotions also turned into an appearance to take into account when buying by the on-line channel. The consumers visit and consult several web pages before doing the shopping, mainly to compare prices, like this confess it 58% of the respondents and in search of promotions and discounts, affirms another 40%. Thus, it arrives to the conclusion that the importance awarded to the driver of the price has increased in this 2023.The half cost situates in 64,7 euros by receipt being the men those who do an elder disburse reaching the €80 by ticket, whereas the one of the women rises to €61. One of the tendencies that repeats is the increase in the frequency of purchase between the more youngsters those who buy more with upper ticket. The minors of 34 years affirm to buy 2 times or more to the month by a quantity of at least 68 euros.The consumers value positively the councils of health by part of brandsBetween the contents that more interest generate by part of the user, consumer or patient those that more interest arouse and wake up are the councils of health, the personalised advice and the explanations detailed of the products. The social networks have turned into a channel by which obtain information, especially for the youngest. Besides, to 7 of each 10 buyers that use social networks, inspires them more confidence that a mark of dermocosmética have presence in social networks and expect to obtain contents related with the mentioned previously, in addition to tips of beauty and information of new products, launchings and novelties of the brand.

The price gains weight in the purchase decision of consumers of dermo-cosmetic products

The pharmacist continues to be considered the greatest "influencer" for the consumer before making the purchase