Pharmacies and parapharmacies lead the way in anti-ageing products by Filorga

"Filorga has consolidated its position as the anti-ageing market leader in pharmacy for the fourth consecutive year in 2025. This performance can be attributed in a special way to the success of the launches we brought to market during the year: first and foremost the Ncef-Revitalise line, inspired by revitalising injections in aesthetic medicine to support the quality of the skin and also work as a complement to in-office procedures. Innovation also affected the Global-Repair franchise and the pillar Time-Filler 5XP line'. Emidio Croce, general manager of Filorga Italia, speaks with satisfaction of the results achieved by the French maison - part of the Skin-Health division of the Colgate-Palmolive group - which, according to Pharmatrend surveys, for the fourth year running reconfirms its national leadership in the anti-ageing segment, on the total pharmacy, parapharmacy, online pharmacy and parapharmacy corner channels, recording a market share of 8.8%.

"The brand," continues Croce, "sees effectiveness as its keystone: Filorga's active ingredients are inspired by the experience the brand has gained in aesthetic medicine since 1978, the year it was founded as the first French laboratory specialising in this discipline. This is the genesis in which our cosmetic formulas are rooted. Our partnership with the pharmacy channel is based on this scientific credibility, at the heart of a modern, omnichannel strategy, which remains our focus, consistent with our brand positioning".

Pharmacies and parapharmacies drive sales, as do "digital touchpoints, which are undergoing strong evolution and are indispensable for a dynamic and modern brand like Filorga," continues the general manager. On the other channels, perfumery and large-scale retail outlets, the priority is less marked, and consequently the expectation is not one of growth, but of presence to make the brand available to all consumers, who although frequenting the pharmacy less, pay careful attention to health and skin care with a view to skin longevity".

Novelties also for 2026 not only in terms of launches, but also in terms of distribution projects. "In terms of new products, we have just come out on the market with two extremely innovative exfoliating treatments," concludes Croce. An additional gesture in the daily routine that has prompted Filorga's scientific and marketing teams to support pharmacies with the development of skincare protocols, designed for all skin needs, in order to help consumers and sales staff in customising and maximising the effectiveness of skin care. All the training resources of the first semester are focused on this project. Appointments will also continue in Filorga pharmacies, with Skin Expert days, a team of skin specialists performing treatments in the beauty salon. This is a way of rewarding our best doors with a special service for our most attentive customers. In addition, we will close the year with the launch of a new line that will be the talk of the town".