A Encantech Rock, reference in solutions for customer engagement in Latin America, released a survey focused on the consumption behavior of dermocosmetics in the pharma channel between January and May 2025. Based on the national analysis of 800 thousand transactions carried out by 600 thousand shoppers, the survey was made from the trends by age group, including showing the constant increase in demand for these products by the younger audience.
Consumers up to 19 years, for example, concentrate more than 56% of consumption in the Dermo Face category, especially with cleaning and facial treatment items (29,45%). Then the priorities are hydration (19,13%), sunscreen (11,99%), whiteners (4,46%) and antiacneics (3,11%).
“Mainly because of the influence of social networks and content creators, daily skincare routines are being consolidated from an early age.In addition, a study by Boston University points out that the increase in the frequency of people in videoconferences during and after the COVID-19 pandemic has made 77% of people believe that an aesthetic procedure would help in the self-esteem of”, says VP of Retail and Industry at Rock Encantech, Fernando Gibotti.
More advanced ages
When the research addresses consumers aged 20 to 49 years ( encompassing the ranges from 20 to 29, 30 to 39 and 40 to 49 49 , the Dermo Face category also stands out, representing more than 60% of revenue. Despite this, there are other particularities; for example, there is a presence of 5.38% of Dermo Infantil products among shoppers aged 30 to 39, reflecting those who have small children.
To Gibotti, to this cut also reveals that these age groups prioritize a more structured skincare routine, focusing on prevention and aesthetics. “It is possible to realize the importance of sunscreen and hydration, because of greater exposure to computer and office lights, in addition to hormonal fluctuations. Another point is that the search for formulas that bring visible results, with collagen and hyaluronic acid, indicates that they are people connected to the” trends, he says.
Those over 50 years old 50 to 59, 60 to 69, 70 to 79 and over 80 years old (including consumers from 50 to 59 years old 60 to 69, 70 to 79 and 80 years old show new preferences, such as the Dermo Body category, above 25%, and formulas with hydrolyzed collagen, hyaluronic acid, vitamin C, among other active ingredients.
Despite this, Dermo Rosto is not left behind and still represents at least 40% of total revenue. However, there is a decrease in the share of sunscreens, which is between 18% and 25%. This is mainly due to the incorporation of the protection factor in anti-aging products, which transit between 19% and 34%.
“In the larger age groups, it is visible that body care begins to take shape due to the consequence of the natural fall in the production of collagen and elastin, which decreases the elasticity of the skin and makes it more dry”, explains the executive. “In the facial sphere, what dominates is the combined use of anti-signal and moisturizing creams, helping to reduce the expression marks of”, he adds.
The VP of Retail and Industry of Rock Encantech also points out that all the research data prove how much the public is more demanding, so retailers need to monitor their behavior thinking both in the offer of products and in communication with the shopper.“Questions such as well-being, self-esteem and complete care need to be worked on the formulas, but also clearly positioned in the shelves, packaging and personalized services. In the long term, this concern with the more specific interests of the customer results in increased trust in the brand”, concludes
