STUDY OF TRENDS IN THE DEVELOPMENT OF PHARMACY COSMETICS IN THE MARKET OF UKRAINE AND CANADA

Abstract

Cosmetic products in Ukraine, which are sold in pharmacies to prevent and mitigate dermatological problems, occupy an intermediate position between medicines and conventional cosmetics. In the EU, they are defined as dermatocosmetics. According to the results of 2023, the segment of these cosmetics in the pharmaceutical market in Ukraine is only 4 %, and in Canada – 23 %. The article reviews the main trends in the development of TM Avene “Pierre Fabre”, France in Ukraine and Canada. Cosmetic products of this brand are intended for specific care for sensitive skin, correction of the pathological condition of the skin and its cosmetic imperfections, they are used as part of the complex treatment of allergic and dermatological pathologies psoriasis, neurodermatitis, burns, eczema. TM Avene “Pierre Fabre” consists of 9 lines (Avene Cleanance, Avene Hydrance Optimale, Avene Diacneal, etc.). The most numerous is the moisturizing line, which accounts for 19 %. More than 150 scientific and clinical studies have been conducted, and more than 50 publications in international medical journals have been published, confirming the soothing, anti-inflammatory and softening effects of Avène thermal water on the skin, which is the main component of cosmetics. The main sales channels are pharmacies, which have supporting documents confirming its quality, and online stores. In Canada, these cosmetic products can be purchased at a pharmacy in a separate department of dermatocosmetics “Beauty Rx” and get advice from a professional cosmetics and perfumery sales assistant. In Ukraine, Avene cosmetics are most represented in the Eva.ua online store (84 %), and in Canada – shop.shoppersdrugmart.ca and beauty.shoppersdrugmart.ca (41 % each). Avene “Pierre Fabre” cosmetics, France, are more affordable for the Canadian population than for Ukrainian consumers, as evidenced by the average solvency adequacy ratios of Avene cosmetics. Given the development of a culture of consumption of cosmetic products used to prevent and mitigate the effects of skin diseases, they have all the prerequisites for further growth, so the study of their circulation is very relevant.