Each edition of Cosmofarma Exhibition focuses its communication campaign on themes and messages that invite reflection on the changes taking place in the pharmacy sector. In 2026, this journey continues with the slogan “Regeneration/NewGeneration” which highlights the concept of generation in its many interpretations: from intergenerational comparison behind and in front of the counter, to how to effectively manage the transition from one generation to another in pharmacies, from gender issues to the profile of the generation that is shaping the pharmacy of tomorrow.

To illustrate this concept, which plays on the word “generation,” a tree, symbol of life and continuity, is used: its roots are deeply embedded in the knowledge of the ancient profession of pharmacist, characterized by DNA intertwined with luminous fibers, balancing nature and technology; a profession that comes from afar and has solid foundations, but which looks to the future, passing on, from generation to generation, the knowledge and passion of those who serve at the counter every day.

See you at BolognaFiere for the twenty-ninth edition of Cosmofarma.