Private label products in pharmacies MARKET bio des produits (les plantes fabricant). Ici, la démarche est MARKETING - MARKETING sont représentées). Un autre poussée un cran plus loin : exemple de MDD sortant de toute référence au groupe l’image habituelle concerne disparaît, les gammes se pré- L’EFFET CHAUD FROID ! des marques moins affirmées sentent sous leur nom et leur HOT & COLD que les références leader, charte graphique autonome. celle de Pharmavance, instal- « Nous les traitons comme Lancé en 2018, le gel anti-douleur de Nepenthès lée sur la santé, le bien-être des marques exclusives », (marque Nep), aux huiles essentielles (de et la beauté. Ses fleurons poursuit notre interlocutrice. romarin et de menthol), proposé en tube, Dermadvanced et My Skinad- Idem pour la marque de com- présente une action conjuguée du chaud et vance, deux marques de der- pléments alimentaires 100 % du froid, symbolisée via une spirale bleue et mocosmétique, « ont autant naturels NutriPrescription rouge, innovante sur le marché des antalgiques leur place, en officine, que (des bocaux en verre teinté topiques. Son originalité : le double ressenti d’autres acteurs phares du assurent une conservation thermique qui permet d’optimiser l’efficacité du secteur », insiste Desislava optimale des produits) et produit qui couvre un large spectre de douleurs Baykova, directrice dévelop- celle, plus récente, Nutri- musculaires, articulaires et post-traumatiques pement du groupe Pharma- S Prescription qui inclut huit (contractures, foulures, entorses, contusions, vance dont le chiffre d’affaire références (sous blister). etc.). enregistre une progression Leur particularité : des for- Launched in 2018, Nepenthès’ pain relieving gel (Nep brand) de + 73 % en 2017 (source mules aux dosages optimaux based on essential oils (Rosemary and Menthol) and presented in tube exerts a combined hot & cold effect symbolized via an innovative, blue and red spiral on the market of topical analgesics. Its originality: the double thermal effect that improves the effectiveness of the product that covers a wide range of muscle, joint and post-traumatic pain (muscle stiffening, strains, sprains, bruises, etc.). 21 cardboard boxes) enhanced are seasonal products: nasal deficiencies with its brand plants). Another example with higher density foam, spray and physiological PharmaVie. A player that of private labels off the removable covers, optimized serum (single doses) in takes pride in its expertise beaten path concerns velcros and hooks. Among wintertime, insect repellents and premium products. Its less developed brands the other launches, its new (spray or shower gel with a best-sellers include the as compared to the magnifying glasses. For its flip-top cap) in summer lactic ferments PharmaVie leader references, such side, Nepenthès, a top 5 2 (blistered capsules) as Pharmavance, which player, has opted for the An extensive offer and 4 (bags) strains and targets health, well-being digitization of its services, its extended release and beauty. Its flagship including tablets at the Private labels are Magnesium (blistered products, Dermadvanced counter and connected positioning themselves tablets). Among its latest and My Skinadvance, two terminals placed in on a growing number of launches, please note dermocosmetic brands, pharmacy halls as well as markets, which are not their Co-enzyme Q10, an “deserve their place in a “click & connect” service necessarily the ones we anti-ageing antioxidant pharmacy just like other that allows consumers to might expect. For instance, (blistered capsules). flagship players in this reserve the products online Plus Pharmacie, with its As for the packs in the sector,” says Desislava and pay them in pharmacy, network of 800 pharmacies, aromatherapy range (amber Baykova, Development “a driver that generates has entered the markets glass vials with proof caps), Manager at Pharmavance sales in pharmacy,” Camille for organic aromatherapy they translate the natural Group, whose sales turnover Yammine says. Including 335 and nutritherapy to counter and organic positioning of increased by +73% in references, its best sellers and prevent nutritional the products (illustrated 2017 (according to the The Healthcare Packaging Products Magazine /Doses 732018 - November