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14 INTEGRATED ANNUAL REPORT 2021 - PIERRE FABRE 51% of the French population purchased a hygiene or beauty product online for the first time during the pandemic (Source: LSA / YouGov France study – April 2020) Trends heightened by the health crisis The highly competitive pharmaceutical and dermo-cosmetic sectors must adapt to the emergence of new consumer habits. While it may not have uncovered new trends, the pandemic did accelerate existing ones. Consumers on the hunt for meaning Already in evidence before the pandemic, changing consumer habits and a hunt for meaning are even more prevalent today. For health and beauty products, the age of the ConsumActor is here. Simpler - even personalized - formulas, traceable ingredients, and a reduced environmental footprint: committed to buying as responsibly as possible, consumers now tend to prefer products with natural, non- controversial ingredients. For the company, these expectations translate into an even greater duty of commitment and example- setting. Appreciated greatly during the pandemic, the demand for naturalness should however come with a scientific basis, or risk sowing the seeds of mistrust. Now more than ever, the company and its brands must reassure and demonstrate their efficacy and transparency, and guarantee the safety of their products. 66% of the French population want company directors to become drivers of change (Source: 2021 Edelman Trust Barometer - France) A digital explosion Even though digital technologies have been rewriting the rules for several years by allowing consumers to become more independent, the pandemic finally broke through the remaining few obstacles. Over half of French people reported that they bought a health or beauty product online for the first time during this period. Medicines and family health care products also have now been caught up in the tidal wave of e-commerce. Nevertheless, trends vary by country, especially so in Asia. Beyond online sales, digital technologies also give us the opportunity to better understand consumer and patient expectations, multiply interactions and maintain unique relationships with each. On-line services, better feedback channels, the rising popularity of remote medical appointments during the health crisis... Mass consumption is giving way to an ever-more personalized experience.