Regeneration/NewGeneration

The claim “Regeneration/NewGeneration” highlights the concept of generation in its many facets: from intergenerational dialogue both behind and in front of the counter, to how to practically manage the transition from one generation to the next in the pharmacy, from gender issues to the profile of the generation that is shaping the pharmacy of tomorrow.

To illustrate this concept, which plays on the core word “generation,” a tree, a symbol of life and continuity—is featured: its roots are deeply embedded in the knowledge of the ancient profession of pharmacy, characterized by a DNA intertwined with luminous fibers, striking a balance between nature and technology; a profession with deep roots and a solid foundation, yet one that looks to the future by passing down, from generation to generation, the knowledge and passion of those who serve behind the counter every day.

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

The claim “Care. Inspiration. Evolution. ” encompasses three key concepts: care as an invaluable asset, synonymous with attention, commitment, and closeness; inspiration as the spark from which to transform ideas and creativity into tangible projects; and evolution as personal and professional growth towards improvement.

The focus is on the individual and on enhancing the unique skills of each person, while also recognising the importance of technology: digitalisation and artificial intelligence are tools that can support and complement – but not replace – human work.

Indeed, the payoff emphasises the importance of human value, empathy, and competence – qualities that add real value, especially in healthcare professions like pharmacy.

The visual chosen to accompany the message playfully and captivatingly interprets the concept of evolution, understood precisely as improvement, linked to inspiration and therefore starting with the individual and then taking shape, thanks in part to integration with technology. Origami symbolises the ability to create the most varied shapes from a simple sheet of paper, which represents the idea.