Italy’s leading platform in the healthcare, beauty and wellness sectors organised its first Group Corporate Convention entitled “The evolution of the market and the new purchasing behaviour of the end consumer”.

Viareggio, 10 August 2022 – Farmaè S.p.A – a company listed on the Euronext Growth Milan market of the Italian Stock Exchange and Italy’s leading platform in the healthcare, beauty and wellness sectors – organised its first Group Corporate Convention entitled ‘The evolution of the market and the new purchasing behaviour of the end consumer’.

The Convention was held at the UNA Hotel in Lido di Camaiore and represented an important day of training and sharing that saw, among others, the participation of important personalities from the academic and business world.

One of the main focuses was on the competitiveness of business models with the speech by Professor Fernando G. Alberti, Director of the Institute for Entrepreneurship and Competitiveness at LIUC – Università Cattaneo and Institutes Council Leader and Affiliate Faculty member at the Institute for Strategy and Competitiveness at Harvard Business School, as well as the only Italian to be a member of the Harvard Business School Hall of Fame. His studies on Italian and international companies show how competitive realities are those that not only manage to observe and understand today’s trends but also anticipate those of the future, building their business models on them. A speech full of ideas and many concrete examples that gave the Group’s management a clear perspective of what are the next challenges to be measured against.

The floor was then passed to Google, through the voice and on behalf of Niccolò Virno, Associate Account Manager Large Costumer Sales at Google, who began his speech by introducing the consolidated partnership between Google and Farmaè Group: a solid and long-lasting relationship that has enabled excellent results to be achieved over the years. The focus then shifted to the results of the ‘Me, My Health and I’ research, which showed the evolution of consumer behaviour post Covid and their new expectations.

The third major theme of the convention was ‘Augmented Reality’, with a talk by Mattia Salvi, among the Top 100 Under 30 according to Forbes Italy and Co-Founder & CEO of Aryel – a do-it-yourself platform for AR Marketing campaigns. Salvi explained how the concept of augmented reality is able to superimpose digital information produced by a computer on the real world, offering unique opportunities in the field of marketing, able to change the world of off and online communication thanks to the phygital experience.

In the afternoon, together with the Vice President of Farmaè Spa Alberto Maglione, Chantal Pistelli McClelland, Riccardo Lapasin Zorzit and Marco Rossato took the floor, three great sportsmen and women who share the fact that they live with physical deficits that have in no way limited their being champions in sport and in life. They told their stories, providing an important moment of sharing full of emotion for all those present.

The day ended with a speech by Riccardo Iacometti, Founder and CEO of Farmaè, who commented: ‘I would like to thank all those who took part, bringing their valuable contribution to the first Farmaè Group convention, a very important moment of training and sharing for all the Group’s Top Management. The testimonies we listened to made us reflect on the importance of having the courage to change and innovate in order to keep up with an increasingly fast-paced world. I am proud of the growth path we are following: we have responded to the challenges of a constantly changing market with an effective business model, an expansion of our offer and constant investments in technology, logistics, marketing and resources. A strategy that has led us to be today a unique group in the health, wellness and beauty sector in Italy and that continues to put people at the centre. But I am also acutely aware that there is still a long way to go and we must embark on it just like the deepest meaning of this appointment: everything is possible!”