Skin Care in Pakistan

PROSPECTS

Increasing demand for facial care will continue to drive growth of skin care

Facial care remains a priority in skin care for women in the country. Hence, facial cleansers and moisturisers led the category with a wide consumer base.

Face masks and toners to grow over the forecast period, especially in urban markets

The growing influx of Western trends through TV and social media has upgraded the beauty regimes of young, urban women who are willing and able to spend more on their personal beauty and grooming due to their increased participation in the workforce and the public sphere. Hence, with evolved beauty care habits, face masks and toners have seen growth over the review period and are expected to remain on the same trajectory over the forecast period as well.

Growing preference for branded anti-agers will expand consumer base

The skin care category in Pakistan is increasingly expanding as a result of changing consumer preferences in favour of brands. Traditional and home-made recipes are still used but the frequency is decreasing as women become involved in the workforce and convenience drives consumption behaviour.

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd retained category leadership in skin care in 2018

Unilever Pakistan Ltd led skin care in Pakistan with its renowned brands Fair & Lovely and Pond’s. 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.

Olivia Cosmetics Pvt Ltd remained the largest local player in skin care in Pakistan

Better product quality, product distribution, packaging and consumers’ trust in legacy brands are the key factors behind the continued dominance of international brands in the category in 2018. Pakistani consumers perceive international brands to offer better-quality products due to the long-standing global heritage of these companies, hence these brands are preferred by consumers.

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