Colour Cosmetics in Pakistan

PRE-COVID-19 PERFORMANCE

Strong growth of colour cosmetics in 2019 due to rising disposable incomes and more women in the workforce

Colour cosmetics in Pakistan continued growing strongly in 2019 due to several demographic and socioeconomic factors such as a growing middle income group, rising disposable incomes, female participation in the workforce, a transforming retail landscape with growing modern retail and social and television media exposure to the masses. Amidst all these factors, consumers continued evolving into more sophisticated spenders and were more aware of their needs, which is helping brands innovate solutions and newer products in colour cosmetics.

Ongoing preference for convenient colour cosmetics such as make-up palettes

Consumers increasingly sought colour cosmetics that offer good quality and demonstrated a growing interest in products with natural formulations and fewer chemicals in 2019. However, ongoing price sensitivity in the country meant consumers were looking for affordable products that offer multifunctionality.

L’Oréal Groupe extends lead further in colour cosmetics during 2019

L’Oréal Groupe led sales of colour cosmetics in 2019. The company engaged in sponsoring fashion shows, advertising in premier fashion magazines and offering special discounts for premium retailers in exchange for shelf space.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to grow by 7% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 9% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Polish remover is set to see the most dramatic slowdown in 2020 in value sales at constant 2019 prices as consumers reduce their usage of nail products due to fewer occasions to socialise. While the temporary closure of nail salons during the second quarter of 2020 could have stimulated a shift to products for home use in this category, economic concerns created a need to prioritise spending to products of more immediate need.

Recovery and opportunities

The impact of the COVID-19 pandemic on sales of colour cosmetics is set to reduce as the forecast period progresses with consumers beginning to socialise, travel and return to work once again. However, sales are likely to remain subdued for the remainder of the forecast period for most categories as consumers will prioritise their reduced spending capacity due to the ongoing economic uncertainty caused by this unprecedented crisis.

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