From Marketing Insights to Product Development: The Case of Unifarco’s Chromaskin Line

This thesis explores the intersection between marketing, product development, and sales performance within the Italian pharmaceutical and cosmetics company Unifarco, with a particular focus on the Farmacisti Preparatori brand and its Chromaskin line. The study adopts an integrated methodological approach. On the qualitative side, it examines the internal processes that connect consumer and market insights to product development and launch strategies. By analysing the role of the marketing department and its collaboration with R&D, regulatory, and supply chain functions, the research highlights how these inputs are translated into product concepts and positioning choices. On the quantitative side, it focuses on the Chromaskin line and the impact of its 2024 restyling, supported by an analysis of sell-in and sell-out data. This includes comparisons of volumes, revenues, geographical trends, and benchmarks with key competitors. The results, based on a data-driven approach, shed light on the effectiveness of Chromaskin’s current positioning and illustrate how restyling and portfolio expansion can influence competitiveness in an increasingly crowded market. They also generate practical managerial implications for Unifarco, while contributing to the academic literature on the role of marketing in product innovation and performance evaluation. Finally, the study reflects on its limitations and suggests future research directions, aiming to support both scholarly debate and Unifarco’s ongoing strategic decision-making.