Sun Care in Pakistan

PROSPECTS

Growing demand for sunscreen in urban markets will drive growth of sun care

Sun care in Pakistan is growing at a considerable pace given increasing awareness about the product and the evolution of consumer preferences that allow for increased spending on beauty and personal care. However, the category remains limited to urban cities as consumer demand is primarily concentrated among young women who are either in educational institutions or are professionals.

Increasing participation of women in the public sphere will boost demand for sun care

Growth in the participation of women in the workforce has led to increasing financial independence of young female consumers who are now investing in their personal care more than ever. Moreover, inspired by their peers and influenced by trends, women are now evolving in their consumption decisions.

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd led the category with Pond’s sunscreen lotion

Unilever Pakistan enjoys immense brand equity and consumer loyalty due to its range of leading household brands in the country. The company led sun care in Pakistan with its brand Pond’s sunscreen lotion.

Social media remains a crucial marketing medium for brands in sun care

In the absence of mass media marketing, social media remained a key medium for engaging with young consumers who can be easily accessible online, given the growing internet and smartphone penetration in the country. Over the review period, multiple groups of women emerged on Facebook where they discussed their beauty concerns and beauty routines, shared opinions and reviews on products and helped each other in improving their beauty and wellbeing.

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