A Rock Encantech, a reference in solutions for customer engagement in Latin America, released a survey focused on the consumption behavior of dermocosmetics in the pharmacy channel between January and May 2025. Based on the national analysis of 800,000 transactions carried out by 600,000 shoppers, the research was conducted based on trends by age group, including showing the constant increase in demand for these products by the younger audience.
Consumers up to 19 years old, for example, concentrate more than 56% of their consumption in the Dermo Face category, especially with cleansing and facial treatment items (29.45%). Next, the priorities are hydration (19.13%), sunscreen (11.99%), brighteners (4.46%), and anti-acne products (3.11%).
"Mainly due to the influence of social media and content creators, daily skincare routines are being established early. Additionally, a study conducted by Boston University indicates that the increase in the frequency of people participating in video conferences during and after the COVID-19 pandemic has led 77% of people to believe that an aesthetic procedure would help with self-esteem," says Fernando Gibotti, VP of Retail and Industry at Rock Encantech.
Older ages
When the research focuses on consumers aged 20 to 49 — which includes the ranges of 20 to 29, 30 to 39, and 40 to 49 — the Dermo Face category also stands out, accounting for more than 60% of the revenue. Despite this, there are other particularities; for example, there is a 5.38% presence of Dermo Infantil products among shoppers aged 30 to 39, reflecting those who have young children.
For Gibotti,This excerpt also reveals that these age groups prioritize a more structured skincare routine, focusing on prevention and aesthetics. "It is possible to perceive the importance of sunscreen and hydration due to increased exposure to computer and office lights, as well as hormonal fluctuations. Another point is that the search for formulas that deliver visible results, with collagen and hyaluronic acid, indicates that these are people connected to trends," she says.
Those over 50 years old—including consumers aged 50 to 59, 60 to 69, 70 to 79, and over 80—show new preferences, such as the Dermo Corpo category, exceeding 25% in all age groups. The same can be said for Dermo Nutricosmetic products, which range from 9% to 13% and feature formulas with hydrolyzed collagen, hyaluronic acid, vitamin C, among other active ingredients.
Despite that, Dermo Rosto is not left behind and still accounts for at least 40% of the total revenue. However, there is a decline in the participation of sunscreens, which ranges between 18% and 25%. This is mainly due to the incorporation of the sun protection factor in anti-aging products, which ranges between 19% and 34%.
"In the older age groups, it is evident that body care begins to take shape due to the natural decline in collagen and elastin production, which decreases skin elasticity and makes it drier," explains the executive. "In the facial scope, what dominates is the combined use of anti-aging creams and moisturizers, helping to reduce expression lines," he/she/they adds.
The VP of Retail and Industry at Rock Encantech also emphasizes that all the data from the survey prove how the audience is more demanding, so retailers need to keep up with their behavior, considering both product offerings and communication with the shopper. Questions such as well-being, self-esteem, and comprehensive care need to be incorporated into the formulas, but also clearly positioned on the shelves, on the packaging, and in personalized services. In the long term, this concern with the client's more specific interests results in increased trust in the brand, concludes.
