In a world in which digital technology and advertising are the norm, it is difficult not to get carried away. When it comes to buying cosmetics, we have so many options that we don't know which one to choose. Where should I go to find my anti-ageing treatment? Are cosmetics better because they have a higher price? Is the price of cosmetics related to the quality of the product? Does the effectiveness of the cosmetic depend on where I buy it? 

Don't tell me you haven't thought about it. The first mistake always comes from ignorance: we think that because it is sold in one channel or another (pharmacy, mass market, selective) the product has a different "prestige". Another common mistake is to think that if the product is expensive, it must have incredible results.

Nothing could be further from the truth. It is common knowledge (and if not, I'll tell you) that the big cosmetics groups sell their products through different channels, with different positioning and target audiences, diversifying the business. Let me explain: The same laboratory can be the manufacturer of a cream sold in pharmacies, in supermarkets and/or sold in an exclusive space in a large department store at the same time. And the quality with which they manufacture is the same. 

All cosmetics, no matter which channel they are sold in, have to undergo a full safety test before reaching the market, covering their ingredients, the final product and its use. Therefore, the safety of cosmetics is guaranteed, which is the most important point in cosmetics.

The second point to highlight is effectiveness, and it is related to different important factors: concentration of active ingredients, purity and quality of raw materials, efficacy studies carried out, technologies behind the ingredients used... And this is where the crux of the matter lies. Obviously, the price of the cosmetic will be determined by all this.  

And not only that! The third pillar is related to the marketing of the product. The target audience, the positioning of the product in question and the associated marketing campaigns will determine the rest.

Now, if we are saying that the cosmetics on the market are safe (I am talking about those found in authorised establishments, not those found at your local street market), and that, as a general rule, they are effective if they have a study to prove it, then where should I go to buy a cosmetic? 
Another very important key point comes into play, and that is the knowledge of the skin and its needs, associated with the knowledge of dermal pathologies. And this can only be found with the advice of a professional.

Earlier I said that the most important thing about a cosmetic is that it is safe. And the second? That it is suitable for the person who demands it, the consumer. This is the key to success. A product can have exceptional ingredients, based on the best existing technology. But if the galenics are not adapted to the needs of the skin, for example, and the consumer ends up leaving it on the shelf, we have nothing to do. And even worse if it is incompatible with a skin condition, which can be exacerbated by the use of an unsuitable ingredient. 

How important is consistency in cosmetic treatments! That's why customization is so important when purchasing cosmetics. Detecting the real needs of the skin, listening to the consumer's preferences and recommending the best cosmetic to meet them.

We must not forget that there are certain active ingredients that are not compatible with each other. An example is the joint use of active ingredients that cause cell renewal. If the consumer has not received guidelines for the application of the cosmetic and does not know the possible adverse effects, it can only end in disaster.  

In the end the buying process is everything: the cosmetic, the recommendations and the perceived effects. 

We cannot determine in which establishment cosmetic products are most effective, but what I can recommend as a pharmacist is that you go to the pharmacy if you want to receive advice based on the needs of your skin. Especially if you suffer from any type of skin disorder. The health of your skin is not to be trifled with.