Beauty salon culture in Pakistan is widely popular among women where a professional is contracted to provide all beauty treatments and services including body hair removal. However, women from middle to lower income households, most of whom are conservative and/or religious, are still not open to the idea of getting waxed in intimate areas in salons and hence, prefer to do the hair removal at home.
Women’s razors and blades have limited availability in the country with presence only in limited modern trade retailers in urban cities as the consumer segment for the product is very small. Razors and blades are considered men’s products, hence a strong cultural taboo keeps the product unpopular.
With the growing participation of women in the workforce and the public sphere, beauty and personal care products have seen great growth as these products have been incorporated as frequent and daily consumption essentials, especially in the urban cities of the country. Following the same trend, depilatories are also expected to grow over the forecast period with women increasingly adopting hair removal creams not only for their intimate areas but also for their forearms and legs as they provide ease and convenience with no pain.
Veet remained a leading brand in the category in 2018 owing to its marketing push and product quality that has kept consumers loyal and the brand’s equity high. The celebrity endorsements of the brand add a premium perception and the wide availability and distribution makes it difficult for competition to strengthen its foothold.
Depilatories in Pakistan is dominated by international players with leading manufacturers including Veet by Reckitt Benckiser Group Plc and Anne French by Pfizer Inc. These brands have dominated the category primarily due to their first-mover advantage which strengthened their consumer base before local competitors entered.
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This industry report originates from Passport, our Beauty and Personal Care market research database.