Colour Cosmetics in Pakistan

PROSPECTS

Make-up palettes, preferred for convenience, expected to trend over forecast period

Inspired by global cosmetic trends, make-up palettes are also gaining popularity in Pakistan as women are increasingly preferring them for their convenience and variety. Nabila’s zero make-up palette, for example, has five products in one; concealer, blender base, blush, lipstick and powder.

Lip and nail products to remain the larger categories with a broader consumer base

Use of colour cosmetics in Pakistan is a “grown-up phenomenon” with extensive and complete usage considered an appropriate practice for grown women only and usually girls in their teenage years are only allowed minimum make-up such as lip gloss or eye pencil. Schools also discourage excessive make-up including nail polishes and hence, young, adolescent consumers are more avid consumers of lipsticks and lip gloss only, mainly in shades of pink.

Local fashion brands expected to grow and diversify in colour cosmetics

Consumers are increasingly investing in products for contouring, highlighting and enhancing their facial features using products such as concealers, blushes, eye shadow, face powder, blenders etc. Keeping up with this trend, many local beauticians and celebrities such as Nadia Hussain, Atiqa Odho, Nabila etc have introduced their own make-up ranges and are attracting consumers with their celebrity associations.

COMPETITIVE LANDSCAPE

L’Oréal Groupe maintained category leadership in colour cosmetics in 2018

L'Oréal Pakistan Private Limited is a wholly-owned subsidiary of the L'Oréal Group. The company's business presently is divided into two divisions: consumer products and professional.

In absence of mass media advertising, social media drove category awareness

Colour cosmetics in Pakistan are mainly marketed through consumer engagement initiatives such as free make-overs, expert advice and product trials to consumers in malls and retail outlets. TV as a medium is used only for a limited range of economical products such as mascara and eyeliner; more so by the local brand Olivia Cosmetics than the other players in the category.

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