Demographic analysis of plant populations represents an essential conservation tool allowing to identify the population trends both at global and at the local level. In this study, the population dynamics of Helianthemum caput-felis (Cistaceae) was investigated at the local level by monitoring six populations distributed in Sardinia, Balearic Islands and Ibero-Levantine coast (Alicante). Demographic data for each population were analysed by performing Integral Projection Models (IPMs). Our results showed that, although the local trend of the main basic demographic functions was similar, vital rates and demographic dynamics varied among populations indicating high variability. In fact, asymptotic growth rate in Spanish populations widely varied both between years and populations (some populations growth, decline or strongly decline), while Sardinian populations showed greater equilibrium or a slight increase. Also, the typical pattern of a long-lived species was not supported by the results at the local scale. These results indicated that different populations of the same species can present extremely different population dynamics and support the belief that, for conservation needs, local studies are more informative than global ones: the conservation status of H. caput-felis could notably vary at a small spatial scale and, accordingly, the conservation efforts must be planned at the population level and supported by local analysis.