Colour Cosmetics in Pakistan

PROSPECTS

Lip products will remain the entry point for consumers in colour cosmetics

Consumers in Pakistan are familiar with colour cosmetics, which were successful with mass consumers who are aware of the basic products such as lipstick, eye liner/pencil etc. However, the sophistication of using colour cosmetics remains an upper class phenomenon eg using specialised products such as bronzers/highlighters/foundations, eye shadow etc to enhance features and look more trendy.

Growing trend of all-in-one make-up palettes expected over the forecast period

With the increasing awareness of colour cosmetics in Pakistan, many young consumers belonging to the upper middle and upper income households started to expand their make-up collection with more variety, more specialised products and more fashionable and trendy formats. Consumers are increasingly investing in products for contouring, highlighting and enhancing their facial features using products such as concealers, blusher, eye shadow, face powder, blenders etc.

Increasing diversification into colour cosmetics by local fashion players will drive growth

Given the increasing consumer base for colour cosmetics and the overall boom in retail, new brands were increasingly seen in colour cosmetics in the review period. The greatest development, however, was the introduction of make-up lines by leading fashion designers such as Junaid Jamshed, Nishat Linen etc.

COMPETITIVE LANDSCAPE

L’Oréal Groupe maintains leadership despite growing competition

L’Oréal Groupe led value sales in 2017. The company sponsored fashion shows, advertised in premier fashion magazines and offered special discounts for premium retailers in exchange for shelf space.

With consistently growing value share, Vipera Cosmetics emerges as a key player

Vipera Cosmetics Pvt Ltd is a local manufacturer mostly present in Punjab. However, despite the recent introduction of the brand, it saw strong growth compared to 2016 due to its increasing distribution and economic price points.

Social media will emerge as a key medium for marketing colour cosmetics

With the exception of a few brands such as Olivia Cosmetics, colour cosmetics in Pakistan are not widely advertised on TV. Players invest in marketing by using in-store and mall activities where they provide free makeovers, expert advice and product trials for consumers.

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