Skin Care in Pakistan

PRE-COVID-19 PERFORMANCE

Increasing demand for facial care continues to drive growth of skin care

Facial care remained a priority in skin care for women in the country in 2019 with a notable trend towards a holistic approach to beauty. Hence, moisturisers and treatments led the category with a wide consumer base.

Anti-agers increasingly marketed towards a younger audience in prevention approach

The skin care category in Pakistan continued to expand in 2019 stimulated by changing consumer preferences in favour of brands. The frequency of usage of traditional and home-made recipes is on the decline as women enter the workforce and convenience drives consumption behaviour.

Unilever Pakistan Ltd retained category leadership in skin care

Unilever Pakistan Ltd led skin care in 2019 with its renowned Pond’s and Fair & Lovely brands. Both brands are positioned as fairness and skin whitening creams; however, Fair & Lovely has a greater mass appeal due to its less expensive price point and wider distribution.

2020 AND BEYOND

COVID-19 impact

Sales of skin care 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 7% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

The onset of the global pandemic did not affect sales growth to any great degree of the category as a whole, while some categories experienced benefits from home seclusion which stimulated usage of products that promote healthy skin, such as anti-agers, face masks, general purpose body care, mass firming/anti-cellulite body care, and basic moisturisers. Products with a natural positioning, which had been gathering momentum in 2019, are also set to perform well over 2020, with some people also turning to home-made alternatives as home seclusion limited the occasions they left their homes to shop.

Recovery and opportunities

After an initial spike in growth in 2021, growth of skin care is likely to return to pre-pandemic levels as lockdown restrictions ease and consumers begin socialising and venturing outside their homes more frequently. Categories such as face masks, the growth of which is set to peak in 2020, are likely to maintain high growth levels into 2021 due to increased awareness of hygiene and their role in warding off the virus.

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