Perform

THE BUTTERFLY EFFECT ON THE PHARMACY SYSTEM. AN ECOSYSTEM TO BE MEASURED AND VALUED.

The butterfly, symbol of transformation, is the image that will accompany exhibitors and visitors through the pavilions of BolognaFiere for Cosmofarma Exhibition 2025. In the 2025 edition, it takes shape and meets performance, converging in the claim PERFORM. The aim is therefore to promote a vision focused not only on what and how, but also on measuring one’s activities from a quantitative and qualitative point of view.

Thus, the butterfly returns, embodying the beauty of transformation, precious because it is unique, and therefore to be seized in all its performance potential. Cosmofarma Exhibition embraces the Butterfly Effect and applies it to the pharmacy sector: a well-known concept derived from physics to represent the global impact caused by microscopic variations on a large scale, so that every single player in the pharmacy sector can, through the power of small daily actions, generate a significant impact on the pharmacy system, a performance that leads to other performances.

Care, Inspiration, Evolution

It is with great pleasure that we present the new Cosmofarma 2024 communication campaign which, as every year, aims to highlight the challenges facing the sector and at the same time stimulate – and why not provoke – but also inspire the market!

The slogan “Care. Inspiration. Evolution.” encompasses three key concepts: care as an invaluable asset, synonymous with attention, commitment, and closeness; inspiration as the spark that transforms ideas and creativity into concrete projects; and evolution as personal and professional growth in the sense of improvement.

The focus is on the person and on enhancing the skills of each individual, as a bearer of uniqueness, but without forgetting the importance of technology: digitalization and artificial intelligence are phenomena that can support and integrate – not replace – the work of human beings.

The payoff emphasizes the importance of human value, empathy, and competence, characteristics that represent added value, especially when it comes to healthcare professions, such as that of the pharmacist.
The visual chosen to accompany the message playfully and captivatingly conveys the concept of evolution, understood precisely as improvement, linked to inspiration and therefore starting from the individual and then taking shape thanks to integration with technology. Origami is the symbol of knowing how to create the most varied shapes from what is a simple sheet of paper, representing the idea.
Creating through inspiration that makes us grow, change, transform, improve and therefore evolve, and why not, fly.