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42 INTEGRATED ANNUAL REPORT 2021 - PIERRE FABRE Renewing relationships with patients & consumers Pierre Fabre believes it is essential to put the patient and consumer at the heart of its innovation strategy. This approach requires active listening, personalized responses, and agility to ensure long-lasting support, even at the height of the pandemic. 29 proof of concept tests 349 posts on social media 189 consumers involved in 14 studies A space to “take care, live better” Opened in Toulouse in December 2019, the LAB Pierre Fabre has heralded in a brand new way of shopping. This new generation store concept is dedicated to sensory and digital experiences, with a flagship motto: take care, live better. The LAB is run by a six-strong team of pharmacists, beauticians and beauty consultants, all experts in dermo-cosmetics, who strive to make the LAB a forum for discussions about the Group’s brands. Their vocation is to listen to consumers and offer them advice based on a personalized care routine. With a Smart skin diagnostic mirror, capilliscope (device for diagnosing hair problems), sun awareness advice, skincare coaching, a textures bar, and a recycling station to encourage environmental responsibility; together with educational workshops, both on-site and via social media to maintain contact during lockdown. This unprecedented hub of experiences was twice crowned in 2020. It not only won the Consumer Experience Grand Prize from Stratégie Magazine in the “Point of Sale Device/In-Store Campaign” category, but also took home the Gold Medal from Cosmétiquemag in the “Store Concept” category. This new model is overflowing with projects for the future: innovative diagnostics for the skin and hair, e-consultations, new salon treatments, brand new retail concepts such as bulk buys, etc. Not forgetting a major achievement for the LAB team, namely the sharing of these tools with pharmacies in order to improve the in-pharmacy consumer experience. Closing the gap with cancer patients Since 2018, Pierre Fabre has been supporting GEPAC (Grupo Español de Pacientes con Cáncer), one of Spain’s largest charities for patients with cancer. Founded in 2010, it offers information and advice on cancer, mental health, social care, and legal issues for patients and their families, with the mission of making cancer care a priority for the country’s health care policy. In 2020, Pierre Fabre helped the charity by taking part in a melanoma awareness campaign entitled “40 Razones” (40 Reasons), launched while the country was in lockdown, together with the “Dias más rosas” (Rosy Days Again) campaign aimed at patients with breast cancer. In March 2021, the Group also invited the President of GEPAC to give a talk during a webinar on analyzing the results of efficacy and safety studies for the Covid-19 vaccine.