Presentation on the topic of cosmetics. Presentation "Decorative cosmetics"
Types of cosmetic products by purpose 1. Skin care cosmetics: - cleansing: soaps, foams, gels, shampoos, cleansing lotions - food and skin moisturizing products: creams, balms, gels - additional care products: cleansing and moisturizing masks, peelings , gommages, scrubs. 2. Decorative cosmetics.
Physico - chemical properties cosmetics The cosmetics that we most often use in our practice are either solutions - liquid cosmetics, or creamy structures of varying degrees of viscosity - soft cosmetics. The quality, effectiveness and safety of these cosmetics depend on the type and composition of the carrier base, dispersed state active substances, effectiveness of preservatives, production conditions, storage, etc.
Cosmetics A disperse system is a system formed from two or more phases (bodies) that are completely or practically immiscible and do not react chemically with each other. The first of the substances (dispersed phase) is finely distributed in the second (dispersion medium). If there are several phases, they can be separated from each other physically (centrifuge, separate, etc.). phases of bodies
Liquid cosmetic forms Liquid cosmetic forms are solutions, infusions, decoctions, extracts, serums, mucus, emulsions, suspensions. Solutions are prepared by dissolving solid or liquid active (medicinal) substances in a solvent. Distilled water, in some cases ethyl alcohol, glycerin, and liquid oils (vaseline, olive, peach, sunflower) are most often used as a solvent. Infusions and decoctions are obtained by treating plant medicinal raw materials (leaves, roots, herbs, etc.) with water at a temperature of 100° for a certain time. In addition to the active ingredients, infusions and decoctions contain harmless but non-therapeutic impurities or ballast substances (sugars, tannin, pigments, etc.). Infusions and decoctions have a limited shelf life - no more than 3-4 days. At home, infusions and decoctions should be stored in a cool place.
Liquid cosmetic forms Suspensions are liquid cosmetic forms in which finely crushed active substances (in the form of solid particles) are suspended in a liquid (water, vegetable oils, glycerin). Suspensions are also called suspensions. If you are dealing with a suspension, then to achieve a therapeutic effect it must be shaken thoroughly before use.
Liquid cosmetic forms - emulsions Emulsions are coarse systems consisting of immiscible liquids that are suspended in the form of tiny particles. It is impossible to obtain stable concentrated emulsions without the use of surfactants.
Liquid cosmetic forms - emulsions Main types of emulsions: There are emulsions of the “oil in water” type (more water and less oil) and emulsions of the “water in oil” type (more oil and less water). Emulsions of the “oil in water” type (a typical example is cream, sour cream) are excellent cosmetics that are well tolerated even by inflamed skin, since water and medicinal substances dissolved in it freely penetrate from the emulsion into the skin. In cosmetics of this kind, water-insoluble liquids (fatty oils and balms) are suspended in the form of tiny particles. Emulsions of the “oil-water” type, like most aqueous cosmetics, are poorly absorbed by the skin, but “work” at the level of the epidermis. Emulsions of the “water in oil” type, on the contrary, allow only fat-soluble medicinal substances to pass through. Their advantages are a covering and softening effect, the ability to facilitate the penetration of medicinal substances dissolved in the emulsion into the skin and the fact that they do not evaporate. They are used after the weeping on the affected area of the skin has stopped, when there is no longer a need to dry it. These emulsions dry the skin less, cool and soften it at the same time. When applied externally (applied to the skin), water-oil emulsions penetrate more easily through the epidermis and into deeper tissues.
Liquid cosmetic forms - emulsions The type of emulsion can be determined in several ways. The most convenient and simplest method is dilution, based on the fact that an “oil-water” emulsion remains homogeneous when water is added and separates when oil is added. In contrast, water-oil emulsions remain stable when oil is added and separate when water is added. Do not forget to shake the emulsion thoroughly before use, and it is better to store emulsions in a cool place!
Soft cosmetic forms Ointments are a soft cosmetic (medicinal) form for topical use, intended for application to the skin, wounds or mucous membranes. They represent the most optimal cosmetic form of medicinal cosmetics, in which it is possible to combine components that differ in chemical nature, state of aggregation, purpose and biological activity. This is explained by the fact that in a viscous medium, physicochemical processes (hydrolysis, oxidation, etc.) proceed much more slowly. Gels are a soft cosmetic form for topical use, which are one-, two-, or multiphase disperse systems with a liquid dispersion medium, the rheological properties of which are determined by the presence of gelling agents in small quantities. In this cosmetic form, gelling agents can additionally act as stabilizers for dispersed systems: suspensions or emulsions. Such gels may be called suspension gels and emulgels, respectively. Gels are a special type of ointments, which are usually prepared on the basis of polymer carriers, as a result of which they have a viscous consistency, are able to retain their shape and have elasticity and plasticity.
Soft cosmetic forms Creams are a soft cosmetic form for topical use, which are two- or multiphase disperse systems. Their dispersion medium at given storage temperatures, as a rule, has a Newtonian type of flow and low values of rheological parameters. Therefore, creams, unlike ointments, have a less viscous consistency, although, like ointments, they contain active (medicinal) substances, oils, fats and other components. Creams are ointments of soft consistency, which are emulsions such as oil in water or water in oil. Many people wonder: how is cream different from ointment? The active ingredients in these forms may be the same, but the bases are always different. Unlike “greasy” ointment, the base of the cream is lighter, it contains emulsion and water. The active (medicinal) substance is quickly absorbed and retained for a long time in the upper layers of the skin, practically not entering the bloodstream, so the cream has a strong local effect (including anti-inflammatory) and only a very weak systemic effect (on the entire body). water Ointments form a film on the surface of the skin, which helps create a greenhouse effect. The active substance penetrates deep into the tissue, enters the bloodstream and has a powerful effect on the body as a whole. Thus, cream and ointment solve completely different therapeutic problems.
Soft cosmetic forms Pastes are a soft cosmetic form for topical use. They are suspensions containing significant amounts of solid dispersed phase (at least 25%), which is evenly distributed in the base. Bases for ointments, creams and gels are used as bases for pastes. Unlike ointments, pastes contain a larger amount of powdery components and therefore have a thicker consistency, which allows them to stay on the surface of the skin longer. This form has a drying effect, therefore it is used as an astringent, cauterizing and antiseptic agent. The paste is used for external use for skin diseases or to protect it from damage by chemicals, ultraviolet radiation and other harmful factors. ultraviolet light Liniments (or liquid ointments) are a soft cosmetic form for external use, which are thick liquids or gelatinous masses that melt at body temperature and are applied by rubbing into the skin. These may include ointments, creams, gels and pastes that have this property.
Soft cosmetic forms Liposomal cosmetics are a group of cosmetics containing liposomes. Liposomes are hollow particles whose contents are limited by a lipid shell (membrane). They belong to a large family of vesicular (bubble) structures. Phospholipids are used to produce liposomes in cosmetics. Phospholipids are one of the main components of cell membranes (for example, egg and soy lecithin).
Soft cosmetic forms According to their chemical structure, they belong to the group of so-called diphilic compounds, the molecules of which consist of two parts, radically different in their relation to the aqueous environment. One part of the molecule has an affinity for water (hydrophilic), and the other, on the contrary, is water-repellent (hydrophobic). This property gives phospholipid molecules the remarkable ability to spontaneously form membranes in water, which are a double layer of lipid molecules, usually simply called a lipid bilayer. The desire to limit as much as possible the contact of the hydrophobic chains of the lipid with water leads to the fact that the layer, if it is sufficiently extended, closes on itself, forming hollow shell structures called vesicles (from the English vesicle - a small bubble).
From the point of view of biological compatibility, liposomes are successfully used in cosmetics. The simplest liposomes are suitable for cosmetic purposes; their production does not require complex technological equipment or expensive starting materials. Currently, the range of liposomal cosmetics includes creams for everyday skin care, creams that prevent skin aging, after-shave skin care products, hair conditioners, perfumes with a long-lasting scent, lipstick, sunscreens, tanning products, makeup, intimate and decorative cosmetics. To enhance the beneficial effects, additives of various biologically active substances, such as vitamins, protein extracts, solutions of fruit acids and others, are added to the formulation. Although liposomes are quite strong and stable, they can be easily destroyed with the help of surfactants classified as detergents (that is, detergents).
The active substances that make up cosmetics can be divided into: - modulators that affect the rate of biochemical reactions; - protectors – “protectors” of the skin from adverse effects; - replenishers – substances necessary for the normal functioning of the skin. Modulators include vitamin C and fruit acids, stimulating the synthesis of the most important protein for the skin - collagen, zinc, which is involved in the work of skin enzymes, carotene, which accelerates the division and formation of new epidermal cells. Protectors are antioxidants that trap free radicals, mink and sperm whale oil (spermaceti), collagen, chitosan from crustacean shells, glycerin and propylene glycol, which form a thin protective film on the skin, antiseptic extracts of chamomile, calendula and aloe, which destroy microbes. Hyaluronic acid, urea, lactic acid, sorbitol are very delicate moisturizers that are suitable for sensitive skin. Used to replenish and nourish the skin nourishing creams and natural cosmetic oils containing omega-3 polyunsaturated fatty acids, essential amino acids, minerals and vitamins. Our skin needs them most of all. For example, a cocktail of vitamins (C, E, F) promotes collagen synthesis, stimulates tissue regeneration and increases skin elasticity.
The composition of cosmetics is “harmful” cosmetics These include: - propylene glycol, - mineral oil, - paraffin, - petroleum jelly, - glycerin, - sodium lauryl sulfate, - formaldehyde, - dibutyl phthalate, - tar-based dyes. Unacceptable in high concentrations: - lanolin, - kaolin (white and blue clay), - talc, - aluminum silicate, - animal high-molecular collagen, - albumin (poorly purified fractions). These components clog pores, tighten the skin and provoke early aging. Of the 70 thousand components used in the production of cosmetics, only 3 thousand are approved for use in European countries. According to experts, the most harmful products in officially approved cosmetics are petroleum products.
All cosmetics are divided into three large categories: Mass (mass-market, middle-market, luxury class) - oxygen, mineral, gold, hyaluronic, placental, with phytohormones and others. Professional (salon). Medicinal (pharmacy, dermatological, cosmeceuticals).
Classes of M ass-market cosmetics are all skin, hair, and nail care products for daily use. These products may well maintain good skin condition, however, they cannot help get rid of wrinkles, acne or whiten. The maximum effect of products from the mass market category is to moisturize the skin after washing and protect it from exposure to ultraviolet radiation and cold. Products in this category can be either very cheap and made in questionable places from questionable components, or more expensive. The usual composition of the cheapest products is a fatty emulsion base and flavoring, as well as a small amount of active ingredients. Products from the middle-market category are well-known and widely available brands that can be bought in almost any store, as well as those distributed through network marketing.
Classes of cosmetics Luxury or elite cosmetics are mainly products produced by the largest fashion houses or companies that independently develop new technologies and lead developments in the field of cosmetology. Such products can only be purchased in large stores, in specialized departments, where you can always get help from a consultant. The price for such products is high, and about a third of it is a fee for the brand. Skin care products in this category can actually help get rid of some skin problems to some extent.
Classes of cosmetics Professional cosmetics Professional lines are highly active cosmetics that are used for therapeutic or preventive courses to eliminate certain skin imperfections. Cosmetics of this class are intended for professional use in beauty salons. And the concept of this service sector is as follows: linking the client to the salon. Professional preparations are fundamentally different from conventional cosmetics, primarily in the content of active ingredients. There are much more of them here. Each professional line includes about six dozen procedures aimed at normalizing the condition various types skin and elimination of a variety of disorders. The most popular cosmetic services include whitening, oxygen stimulation, contour modeling, peelings to slow down skin aging, treatments for the skin around the eyes that eliminate cellulite, as well as spa treatments.
Classes of cosmetics Each professional line also includes a line for home care (auxiliary lines). These drugs are used at home to consolidate the effect obtained during salon procedures. Preparations for home use are similar in effectiveness to luxury cosmetics for mass use. It should be borne in mind that professional drugs are usually not released for free sale. These products are created by specialized companies and are sold only to cosmetologists only after master classes (training on the use of drugs). Such products are always created in complete series, as they involve going through all stages of skin care. The series contains cleansing preparations that tonic, care and protect for every part of the body.
Classes of cosmetics Medicinal cosmetics or cosmeceuticals Medicinal cosmetics are those that contain medicinal substances. In some countries it is called "cosmeceutical". Therapeutic cosmetics are intended for people suffering from various skin diseases, as an adjunct to the main treatment prescribed by a doctor. It is used to speed up the healing process and lengthen periods of well-being. For healthy people– cosmeceuticals are a means of preventing many diseases and strengthening the natural protective barrier of the skin, for example, in stressful situations for the skin. Currently, many self-respecting companies consider it their duty to offer the buyer products made on the basis of liposomes.
Between the epidermis and dermis there is a kind of microorgan called the basement membrane. Only cosmetics that meet cosmeceutical standards can work at the cellular level, that is, in the dermis. After all, in order to pass through the basement membrane, a cosmetic product must have a micromolecular formula and ultra-light texture. It is in case of penetration cosmetic product into the cells of the dermis a therapeutic, and not just a cosmetic effect is achieved.
Classes of cosmetics - cosmeceuticals Fat-soluble substances are well absorbed through the dermis, which can sometimes have toxic effects (resorcinol, zinc sulfate, boric acid, salicylic acid, chloroform). Absorption of active substances occurs through the epidermis, sebaceous and sweat glands and hair follicles. The amount of substance absorbed depends on the area where the cream is applied and the thickness of the skin. Absorption can be enhanced by intensive rubbing of the cosmetic product and depends on the condition of the skin, the presence of a disease and the pH value. In healthy people, the pH value ranges from 5.5 to 6.5 – 7.0. During inflammatory processes, the pH of the skin decreases. The amount of absorbed active (medicinal) substance increases with increasing pH.
Classes of cosmetics - cosmeceuticals The following products, as a rule, claim the role of cosmeceuticals: anti- premature aging skin; sun protection and sunburn protection; anti-cellulite products; remedies early wrinkles; acne treatment products; means for the treatment of rosacea. Attention! Before using cosmeceuticals, carefully study the methods and timing of the procedures. Despite the fact that these cosmetics do not contain substances with obvious medical effects, it is necessary to be careful about cosmetics containing a large percentage of highly concentrated substances, such as: fruit acids (AHA), hyaluronic acid, ceramides, sun protection factors, ultraviolet filters, vitamins E, C, A. Your skin can react to them quite violently.
Classes of cosmetics - level I cosmeceuticals Cosmeceuticals level I (this cosmetics is sold exclusively in pharmacies): "BIOLINE" "KRISTINA" VICHY, P HY TO, LIERAC, URIAGE, PHYTOPHARM, PHARMCOSMETIC, SOLAR, GREEN LINE, etc. work only in the layers of the epidermis to the basement membrane, that is, it cannot remove problems, localization, which are located in the dermis. These cosmetics will not pass (due to the large molecular weight of the components, it should be no more than 5000 units, but they have units on average) through the basement membrane. With constant use, you can achieve the following: positive results: eliminate dry skin, but the % elimination of skin reactivity is not more than 9% (stable result); eliminate oily skin, but improve the overall condition of the excretory ducts of the sebaceous glands by 24%. Results for eliminating fine lines and smoothing deep wrinkles do not exceed 35% - realistically.
Classes of cosmetics - level II - III cosmeceuticals Level II cosmeceuticals: Works at the level and deep into the basement membrane. There is an evidence base for use (“IRWIN NATURALS”, “M WAY”, “NEWAYS”, “NSP”, “RBC”). Level III cosmeceuticals These cosmetics work in the epidermis, dermis and hypodermis. They have all the qualities and advantages of level II Cosmeceuticals format cosmetics, but are capable of a more effective and deeper effect on the layers of the skin. It is at the stage of clinical trials.
Classes of cosmetics - cosmeceuticals The pharmaceutical category includes products that should be prescribed at least by a cosmetologist, and even better by a dermatologist for the treatment and prevention of recurrent skin diseases (for example, ichthyosis, lichen planus, atopic dermatitis, neurodermatitis and others). All other products from well-known companies sold in pharmacies, as such, are not medicinal and can easily be sold through stores. That is, this good quality, but not medical cosmetics.
The concept of the level of cosmetics It is necessary to understand and separate the concepts of “quality” and “level” of cosmetics. What cheap cosmetics does not give the same result as a more expensive one, does not mean that it is of poor quality. It is important to understand that cheaper cosmetics contain lower concentrations of active substances; cheaper and more accessible components that are less technologically advanced and less innovative are used for their production. While expensive cosmetics use more modern components and high concentrations, which certainly makes them more effective. Hence the difference in results. But if we talk about quality, then both an expensive and a cheap product can be of equal quality, and when choosing from these products, you choose the level of efficiency, which, of course, is higher for more expensive products. Quality lies not in price or expensive packaging, but in the composition and concentration of active ingredients. Constant control over the quality of components allows us to achieve hypoallergenic products. In addition, the amount of active components must be strictly defined. Many consumers with allergies look for products labeled “hypoallergenic” in stores, but few people know that there are no international regulations to give cosmetics such a status. Thus, labeling is a decision of the manufacturer itself and is often just an advertising ploy. Just a few decades ago, it was actually possible to find something dangerous or poisonous in cosmetics. Today, most manufacturers of body care products use similar ingredients. They cannot cause severe allergic reactions in the vast majority of consumers. Therefore, it no longer occurs to anyone to spend money on scientific research proving the hypoallergenicity of their products. Thus, today this term is another means of promoting your product on the market. Consumers should be aware that it is impossible to demand from the manufacturer a guarantee that products are hypoallergenic. You just need to read the labels carefully and not use products that contain substances that cause individual intolerance. As for skin care products labeled “hypoallergenic,” these are most often professional or luxury products. More responsible manufacturers exclude from products with this label: fragrances, stabilizers, dyes and all substances that can cause irritation to sensitive skin. The production of such products is also treated more carefully - sterility is mandatory. The shelf life of such products is shorter and the price is higher.
The choice of cosmetics is hypoallergenic. Sensitization is an increase in the body's sensitivity to irritants, causing an allergic reaction. It is almost impossible to create hypoallergenic decorative cosmetics, since all dyes are synthetic and can cause intolerance in someone. Therefore, the manufacturers’ assurances are a lie. People with allergies should pay attention to hypoallergenic cosmetics. sensitive skin, allergies, and those suffering from immune disorders. When purchasing any cosmetic product, you should first test your reaction. To do this, apply a little product to the inside of the elbow and leave it overnight. If redness or swelling does not appear by morning, you can safely apply the cream to larger areas.
The choice of cosmetics is herbal cosmetics. Allergy sufferers should not use such cosmetics without prior testing, since natural ingredients often cause allergies more strongly than synthetic ones. Often, the manufacturer introduces an extract of one plant into the composition, supplements it with a mass of chemical components and calls it herbal cosmetics. However, the harm from chemical components can be greater than the benefit from a tiny amount of plant components. Purchasing herbal cosmetics is always a bit of a risk. After all, the composition of plants from which skin or hair care products are made can change not only from year to year, but even over the course of one season or time of day. It is impossible to take into account the subtleties of collecting and preparing plant raw materials in industrial quantities. Herbs are collected for cosmetic purposes random people, completely ignorant of plants. Plants are often grown on plantations using fertilizers. The benefits of such plants are completely questionable. If the product belongs to the mass market category, you should not expect much from the presence of this or that extract, since its amount is negligible.
Choosing cosmetics - herbal cosmetics 1. First of all, look at the color. It should be colorless and not pearlescent. Cream or shampoo blue color initially cannot be natural. After all, it is clear that there is a dye in it. 2. The smell should not be very strong, reminiscent of the smell of herbs or even medicines. Aromatization can be accomplished by introducing essential oils. 3. It cannot contain technical oil (mineral oil) or silicone, since the former is a product of petroleum refining. 4. It cannot contain any preservatives. Most often, the shelf life is no more than 12 months. Vitamin E, benzoic, salicylic, sorbic acids of plant origin or essential oils. 5. When choosing such cosmetics, you should pay attention to the packaging. The wider the neck of the container, the greater the amount of preservatives added to the cream.
Choosing cosmetics How to choose the right quality cosmetics? After all, “expensive” does not always mean “good,” and “cheap” does not always mean bad. Here are some tips to help you make the right choice: Be sure to read the ingredients of the product. Remember that those components with the highest percentage come first. When recommending products to clients, collect anamnesis and ask for allergies, other diseases, and hormonal imbalances. Surprisingly, but today in making the right choice The Internet and professional literature will help. Pay attention to reviews from people who are not interested in pushing this or that brand on you, but are simply sharing their experience of using it. The main thing is to be able to distinguish custom reviews from real ones. All components of cosmetic products, even those with tangible side effects, are officially approved for use. Moreover, if you use these products for a short time, you may not encounter a negative reaction. But, of course, you should not blindly trust advertising.
Choosing cosmetic products Let's summarize When choosing cosmetic products designed to give beauty and health, pay attention to the composition of the cosmetic product and the length of the list of components. Three or four components mean that the manufacturer chose to hide the full composition. And the smartest thing to do would be to give preference to natural remedies. white(no dyes), low aroma, and low foaming.
Shulga Yaroslav
Business coach, consultant - column leader
The entire presentation of a medicine, dietary supplement or medical product in most situations is limited to literally 2-3 replicas. Situations when it is possible to present in detail and without haste any medicinal product, answering all the client’s questions and objections, as well as smoothly leading the latter to a purchase, are more likely to be typical for the work of a sales floor consultant, but not for a front desk employee.
Another feature arising from the limited time is the inherent lack of subsequent qualitative and aimed at real result working with the client’s objections and doubts after the presentation of any product from the pharmacy’s range. Identify all the true objections and doubts of the client, differentiate them from false ones, fully contrast with clear and technical argumentation, make sure of its effectiveness, and then move on to the next stage of the sales process... So, due to the specifics of the work of the first desk employee, time for quality “fighting objections” and doing all of the above most likely will not happen.
Moreover, doubts and objections, as a rule, stem from the presentation of the product, or rather from those aspects of it that seemed dubious to the client or remained incomprehensible. That is, the lack of time for a high-quality presentation inevitably leads to doubts and objections, which there is no time to fully combat. The circle is closed.
So, what can you advise the front desk employee, taking into account the specifics of pharmacy retail work? Taking into account the queue, albeit short, but still? Taking into account the limited time for presenting the medicinal product and for subsequent work with possible objections and doubts of the client?
1. It is necessary to ask the buyer clarifying questions that clarify the characteristics of the body’s condition or disease. And in this case, oddly enough, clarifying questions are not a waste of time, but the most important aspect of the presentation, which begins in the pharmacy before the trade name of the drug is spoken. Clarifying questions addressed to the buyer allow you to select the drug that the latter really needs. At the same time, in the eyes of the client, clarifying questions strengthen the authority and professionalism of the front desk employee, who strives not to “sell” anything, but to select what is necessary, taking into account individuality. Clarifying questions, all other things being equal, are guaranteed to increase the effectiveness of the presentation. Clarifying questions are asked to the buyer, as a rule, when requesting a drug “by syndrome, symptom or nosology”: for example, when requesting a cough drug, it is necessary to clarify what kind of cough is bothering you (dry or wet), as well as who exactly is purchasing the drug - an adult or child, etc.
2. It is advisable to “keep pauses.” The most important element of an effective presentation and subsequent purchase is pausing before answering. Short, literally second-long pauses do not take up any time, but are guaranteed to increase the effectiveness of the subsequent presentation of the drug. For example, when asking a buyer from the series “What can you recommend for a runny nose?” - a short and correctly implemented (!) pause before an answer will form the reputation of a thinking employee, which, of course, not only makes the subsequent proposal more effective, but also serves as a prevention of possible objections.
3. When pronouncing out loud the trade name of the drug, it is necessary to add an adjective that characterizes this particular brand. “Adjective” creates value in the eyes of the client, does not take up any time and should be pronounced at the level of automaticity. Value, which can outweigh any, even the highest cost, is formed by such “adjectives” as: effective, safe, modern, innovative, time-tested, etc. Often this “adjective” is the origin of the drug - in general, in Russia they believe in and love the products of manufacturers from Europe and the USA. For example, it is advisable not just to say “I recommend you drug “A””, but “I recommend you such an effective drug as “A”. In a representative sample, a presentation with an “adjective” is much more effective and less susceptible to objections.
4. In conditions of severe time constraints, it is advisable to deal with objections with one or two phrases and more effectively if such phrases are valuable. To any question or objection, for example, regarding price - “why is it so expensive?” It is advisable to answer with the value characteristics of the drug, but not with the financial situation in the country. That is, if you object to the price - “why is it so expensive?” - there is no need to talk about the fact that everything is becoming more expensive - electricity, gasoline, etc. It is much more effective to say out loud some value of the product, for example, “this is a very effective and most modern drug made in Switzerland.”
5. Both when presenting a medicinal product and when subsequently dealing with objections, the technique of “selling benefits” is quite effective. For example, it is advisable to offer a drug not just “I recommend you drug “A””, but in the form of “I recommend you drug “A”, which gets rid of thrush after taking one (semantic emphasis!) capsule.”
6. In conditions of limited time, if it was not possible to counter the buyer’s objections and doubts using the above methods, it is important to forever get rid of such a common habit as voicing closed questions! You should never say “will you buy or not?” - it is more effective in every sense to ask a real question in the form of the wording “will you buy this drug or choose another one for you?”
Happy sales to you!
“Face shape and bangs” - Bangs and face shape. One condition is that such bangs should not be too thick and sleek. Maria Popkova. Pointed facial features can be successfully softened with bangs. The main thing we want to do is to balance and harmonize the image. The key word for bangs for the owner of a high forehead is “long.”
"Miss Russia" - National competition "Miss Russia" is the most famous and prestigious competition in Russia. 2006 Miss Russia 2006 Tatyana Kotova. Today, the national competition “Miss Russia” has acquired a global scale. In Khabarovsk, the competition was held by the Far Eastern Fashion Theater at the Platinum Arena SZK. History of the Miss Russia competition.
"Miss Atom" - Our achievements. Benefits of participation. About the project. To our partners. Every year the number of participants grows. Regional aspect. PR effect. Since 2010, girls from far abroad have been allowed to participate in it. Mining and chemical plant (Zheleznogorsk). Synergistic effect. About the Miss Atom competition. "Miss Atom" is a unique integration project.
“The Beauty of Man” - Artists offered original models. Artist Yu.M. Masyutin. Symbols female beauty Our contemporary and Venus de Milo. Differences in the skeletal structure of men and women. Despite the external calm, a huge internal tension is felt in the figure of the young man. Reveal the secrets of human beauty. What is our charm?
"Spirits" - 4. Oriental Oriental perfume- the boldest of all scents. Most often where light penetrates. Hierarchy of aroma development phases. Conclusion. Table of contents. The art of perfumery originated many centuries before the present. Floral Floral perfume scents are good for any time. Tasks. What's the best way to store perfume?
“Cosmetics” - No markets or underground subway passages! 2. Use products for your age category. The products are not tested on animals. Lips can be left neutral or vice versa. History of cosmetics. Remember: Too light a foundation makes your face look unnaturally pale and tired. The study of means and methods of improving a person's appearance.
There are 18 presentations in total
First, let's make it clear: presentation of a product in a pharmacy is not a sale! Product presentation is only a fifth part of a competent sale. If you use a presentation as a sale, then from the outside it looks like an imposition, the client feels it and refuses your services. And now it’s so unprofitable for a pharmacy to lose a client!
We have already talked about how to conduct a successful sale. How to conduct a successful product presentation?
Rules for successful presentation of goods in a pharmacy
- Any pharmacist should know that successful product presentation always comes after the stage of identifying client needs.
- A successful presentation of a drug is always based on the formula: “characteristics-advantage-benefits”.
- Always offer the client a choice of 2-3 similar drugs in different price categories. This way your presentation will end in a sale in 100% of cases, that is, it will be successful.
- Always talk about the client’s benefits from the purchase; this is easy to do if you know his needs.
- A successful presentation should ALWAYS show the client the product you are talking about.
Formula “characteristics-advantage-benefit”
This is the magic formula that makes it easiest to build an effective and, most importantly, convincing presentation of any drug in a pharmacy.
How does this work?
- Any pharmacy product has its own permanent characteristics (or properties) - they are written on the product packaging and in the instructions:
- number of tablets per package
- release form
- country of origin
- active substance, etc.
- The advantages of the drug are no longer an empty phrase for the buyer; they emphasize the need and importance of purchasing this product, but do not yet convince the client to make a purchase.
- But the client’s benefit from the purchase, which smoothly follows from the advantage, will be convincing. Here the client has nothing to hide; he is convinced that he simply needs this drug. The benefit for the client at the pharmacy will be the repetition of his words about the problem with which he came.
Let's look at it in practice
Take, for example, well-known powders for relieving cold symptoms and a customer request: “Give me something to make me feel better, otherwise I’m completely ill and can’t work.”.