{"id":39935,"date":"2025-04-10T10:14:03","date_gmt":"2025-04-10T08:14:03","guid":{"rendered":"https:\/\/cba-design.com\/france\/?p=39935"},"modified":"2025-04-11T10:28:19","modified_gmt":"2025-04-11T08:28:19","slug":"otc","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/en\/otc\/","title":{"rendered":"OTC: The art of resonance."},"content":{"rendered":"\t\t
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The <\/span>over-the-counter<\/span> (OTC) drug market is a saturated universe where brands wage a fierce battle for consumer attention. With the European market estimated at $48 million by 2027<\/strong> (<\/span><\/span>Mordor Intelligence<\/span><\/span><\/a>), the question is no longer simply about existing, but about truly resonating with the needs, values, and aspirations of an increasingly demanding clientele. <\/span><\/span><\/p>

Too often, OTC brands settle for ephemeral advertising campaigns or one-off promotions, sometimes neglecting the importance of a lasting brand foundation. However, a brand’s value results from a subtle alchemy between its identity and consumers’ <\/span>perception<\/span> of it. While investment in packaging <\/span>remains<\/span> a priority, it must be part of a comprehensive brand strategy that guarantees lasting and meaningful resonance.<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The OTC consumer: an informed player in search of meaning <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Several factors contribute to the saturation of the OTC market: a plethora of offerings, pressure from private label brands and generics, the rise of e-commerce, and a strict regulatory framework. But beyond these challenges, a fundamental trend is <\/span>emerging:<\/span> consumers are increasingly taking their well-being into their own hands.<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Credit: 3S Sant\u00e9<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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According to <\/span><\/span>Le Quotidien du <\/span>Pharmacien<\/span><\/span><\/a>, self-medication is an increasingly ingrained reflex among younger generations. Faced with this evolution, OTC brands must rethink their approach and offer solutions that meet the specific needs of these new consumers.<\/span><\/span>\u00a0<\/span> <\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/p>

The OTC market faces a striking reality: 77% of consumers say they do not feel a genuine emotional connection with the OTC brands they use (<\/span><\/span>Kantar, “Meaningful Brands” Study<\/span><\/span><\/a>). <\/span>That’s<\/span> a huge pool of consumers whose attention can be captured and who are open to considering a new brand. <\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Credit: 3S Sant\u00e9<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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According to <\/span><\/span>Le Quotidien du <\/span>Pharmacien<\/span><\/span><\/a>, self-medication is an increasingly ingrained reflex among younger generations. Faced with this evolution, OTC brands must rethink their approach and offer solutions that meet the specific needs of these new consumers.<\/span><\/span>\u00a0<\/span> <\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Credit: 3S Sant\u00e9<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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According to <\/span><\/span>Le Quotidien du <\/span>Pharmacien<\/span><\/span><\/a>, self-medication is an increasingly ingrained reflex among younger generations. Faced with this evolution, OTC brands must rethink their approach and offer solutions that meet the specific needs of these new consumers.<\/span><\/span>\u00a0<\/span> <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The OTC market faces a striking reality: 77% of consumers say they do not feel a genuine emotional connection with the OTC brands they use<\/strong> (<\/span>Source: Kantar, “Meaningful Brands” Study<\/span><\/i>). That’s a huge pool of consumers whose attention can be captured and who are open to considering a new brand. <\/span>\u00a0<\/span>\u00a0<\/span><\/p>

This figure, to say the least, is alarming, revealing a growing gap between the aspirations of a clientele in search of meaning and the ability of brands to meet them. The key lies in relevant and clear positioning, tangible proof, and a deep understanding of consumer motivations. It is by creating this resonance between the public’s expectations and the brand’s DNA that branding can flourish fully and retain its audience in a highly competitive OTC market.<\/span>\u00a0<\/span><\/p>

Today’s OTC consumer is an informed player. They aspire to a relationship of trust with brands, complete transparency on ingredients and manufacturing processes, and a commitment to causes they care about. They are looking for brands that share their values and accompany them in their quest for well-being. According to a <\/span>Xerfi study<\/span><\/i>, 62% of French people say they pay attention to the composition of the medicines they buy and prefer products containing natural ingredients.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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This figure, to say the least, is alarming, revealing a growing gap between the aspirations of a clientele in search of meaning and the ability of brands to meet them. The key lies in relevant and clear positioning, tangible proof, and a deep understanding of consumer motivations. It is by creating this resonance between the public’s expectations and the brand’s DNA that branding can flourish fully and <\/span>retain<\/span> its audience in a highly competitive OTC market.<\/span><\/span>\u00a0<\/span> <\/span><\/p>

Today’s OTC consumer is an informed player. They aspire to a relationship of trust with brands, complete transparency on ingredients and manufacturing processes, and a commitment to causes they care about. They are looking for brands that share their values and <\/span>accompany<\/span> them in their quest for well-being. According to a <\/span><\/span>Xerfi<\/span> study<\/span><\/span>, 62% of French people say they pay attention to the composition of the medicines they buy and prefer products <\/span>containing<\/span> natural ingredients.<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The foundations of an OTC brand that Rrsonates: how to build lasting brand equity?\u00a0<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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To build an OTC brand that truly matters, branding and brand assets are key.<\/span><\/span>\u00a0<\/span><\/p>

  1. Uncover an unmet need:<\/span><\/b> Understand consumers’ needs, expectations, and motivations to innovate and adjust strategies accordingly.<\/span>\u00a0<\/span><\/li>
  2. Define a <\/span>p<\/span>ositioning and <\/span>b<\/span>rand <\/span>i<\/span>dentity <\/span>t<\/span>hat <\/span>r<\/span>esonate:<\/span><\/span><\/b> A unique and distinctive DNA, translated into a name, logo, graphic charter, and unique territory of expression. This identity must reflect the brand’s values, mission, and vision.<\/span><\/span>\u00a0<\/span><\/li>
  3. Ensure <\/span>p<\/span>roof <\/span>s<\/span>upports the <\/span>p<\/span>romise, or<\/span> b<\/span>uild <\/span>i<\/span>t:<\/span><\/span><\/b> Commit to providing effective and quality products, relying on rigorous scientific evidence and complete transparency on ingredients and manufacturing processes. This promise must be credible, relevant, and differentiating.<\/span><\/span>\u00a0<\/span><\/li>
  4. Consistently <\/span>a<\/span>ctivate <\/span>a<\/span>ll <\/span>t<\/span>ouchpoints and <\/span>c<\/span>onsider <\/span>r<\/span>ituals <\/span>t<\/span>hat <\/span>r<\/span>esonate with the <\/span>b<\/span>rand:<\/span><\/span><\/b> Create a smooth and personalized purchasing journey, <\/span>offering<\/span> impeccable customer service and <\/span>cultivating<\/span> a close relationship with consumers. This experience must be consistent, engaging, and emotionally positive, and deployed across all touchpoints:<\/span><\/span><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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