Physiogel is a dermatologist-trusted skincare brand specializing in dry, sensitive, and irritation-prone skin. The brand’s formulation philosophy centers on strengthening the skin barrier using BioMimetic Technology—skin-related lipids designed to mimic the natural lipid structure and support clinically proven barrier regeneration and moisture retention.
With strong roots in pharmacy and dermo-cosmetic credibility, Physiogel’s mission is to deliver gentle, science-first care that helps consumers restore skin comfort and stability in everyday life. Its portfolio spans daily hydration to targeted solutions for redness and reactive skin, communicating a calm, clinical, reassuring tone across consumer touchpoints.
Problem
Physiogel has long been a trusted name in pharmacy-led dermatological skincare, known for barrier-focused formulations powered by BioMimetic Technology.
But as consumer buying shifted online, the brand faced a familiar dermo challenge: translating expert-led, confidence-building recommendations into a scalable digital experience. On physiogel.de, shoppers could explore Daily Moisture Therapy and Calming Relief products, yet the decision process still relied heavily on self-diagnosis and static education.
For consumers with sensitive or reactive skin, this gap matters. Uncertainty about skin type, current condition (e.g., hydration or redness), and the right product choice can quickly stall purchases. Generic quizzes or filter navigation often fall short of the brand’s medical positioning, and they don’t create the sense of reassurance shoppers would typically receive in a pharmacy consultation.
Physiogel needed to increase e-commerce conversion without compromising clinical credibility—and to modernize how it supports customers across online and pharmacy environments, while preserving trust, privacy, and consistency.
Solution
Physiogel partnered with Thea Care to deploy a unified personalization ecosystem that mirrors pharmacy-grade consultation across digital and retail touchpoints. The integration was rolled out to align with Physiogel’s science-first brand voice and dermatological standards.
1) E-Commerce AI Skin Analysis + E-Pharmacy Analytics
On physiogel.de, Thea Care’s white-label AI enables users to take a selfie and receive instant insights on skin type and key conditions such as hydration, redness, and flaking—followed by tailored Physiogel recommendations.
To close the loop beyond the brand shop, Thea Care’s E-Pharmacy Analytics added attribution and revenue tracking for online pharmacy partners—connecting campaign clicks to actual sales and feeding conversion signals back into analytics stacks to optimize spend.
2) SDR Pharmacy Sales (iPad)
Physiogel’s sales reps used a tablet-optimized version during Skin Advisory Days, turning consultations into quantified, visual, and easy-to-scale experiences. The detailled success story can be found here.
3) Self-Service Pharmacy
Local pharmacies also implemented self-service skin analysis stations, letting consumers access on-demand recommendations without waiting for staff.
In an interview hosted by Physiogel, Dr. Suzan Stürmer explained that AI helps users identify their skin type, build awareness of skin health, and find suitable care—supporting prevention and earlier recognition of issues, while not replacing dermatological care.
“When consumers can objectively recognize their skin type and track visible conditions like redness or dehydration, they make smarter choices—and trust the recommendations. Our goal is to make dermatology-aligned guidance accessible without replacing medical care.” Dr. Suzan Stürmer (CMO, Thea Care)
Results
With AI-led personalization embedded across e-commerce and pharmacy, Physiogel saw a measurable performance leap:
- Conversion Rate +258% (3.6×)
- AOV +34% (1.3×)
- ARPU +380% (4.8×)
- +40% increase in consultation participation
- +35% boost in product sales per visit during pharmacy activations
“The AI Skin Analysis removed hesitation at the exact moment shoppers usually drop off. The uplift in conversion didn’t come from louder marketing—it came from clarity. Customers finally felt they were choosing a product that fit their skin, not just their symptoms.” – Robin Mune, Senior Digital Officer, Klinge Pharma (Physiogel)
Sina Dorminger (Digital Manager, Klinge Pharma) noted:
“The biggest surprise was how quickly AOV rose. Once customers saw their skin profile, they shopped with more confidence and built complete routines instead of buying a single product.” – Sina Dorminger, Digital Manager, Klinge Pharma (Physiogel)
Outcome
Physiogel successfully brought pharmacy-grade credibility into its digital experience. Thea Care became the personalization layer that matched the brand’s barrier-first promise with real-time, customer-friendly guidance—driving substantial e-commerce growth and more engaging in-store consultations.
Nataniel Müller (CEO, Thea Care):
“Physiogel shows what happens when clinical brand equity meets measurable personalization—conversion, AOV, and ARPU rise because trust becomes actionable at checkout.”
