Pakistan cosmetics market takes big strides

If there is one thing women will spend on despite a need to pull the strings on their purses, it will almost always be make-up products.
And the growth spurt in the cosmetics industry of Pakistan seems to validate this statement. Imports of oils and resinoids, perfumery and toilet preparation were nearly $7.7 million in June FY10, an increase of roughly 29 percent over the same period last year.
As the local scene is swamped with several international companies, variety and choice for buyers spiral, so does competition in the industry.
As of late, products from companies such as LOreal Paris, Neutrogena, Maybelline and Body Shop are becoming common household names.
The local players are closely following behind, not only increasing their product portfolios, but also driving up revenues with marketing and distribution efforts.
In 2008, Luscious Cosmetics, a local brand launched its range of make-up goods, claiming to use only organic and animal-free ingredients in its products. The new brand has been very well-received by the consumers.
Samsol, a leading cosmetics company of Pakistan started with a small hair oil business in 1962. Currently it has shampoos, hair colours, talcum powders and shaving creams on its products range.
In addition, joining the ranks of these established cosmetics companies is the renowned Pakistani celebrity Atiqa Odho, who happens to be a legendary beauty icon of her times.
Ms Odho has launched her own range of cosmetics by the name of Atiqa O. The brand is being widely publicised and marketed on the local media.
Riding the wave of market growth in the country, Unilever Pakistans Fair & Lovely is also celebrating its sixth year of double digit turnover growth while Ponds ventured into an anti-ageing product which has seen exuberant response from consumers.
A rather unconventional development in mens cosmetics is also being witnessed due to the heightened influence of media, rising per capita income and an increased involvement of Pakistani men in several marketing and public relations roles.
Colognes, deo sprays and sticks, shower gels, and, the very unconventional fairness creams are now readily available as mens products at convenience stores, showing the changing trend and preference for cosmetics in the country.
Marketers have also been playing their part in spreading awareness regarding various beauty products and their uses. Body Shop offers its customers a try-out privilege to use its products in its shop fronts, even though the actual buying-out ratio is lesser than the try-out proportion.
New genres of make-up lines such as the newly conceived halal and mineral make-up are also likely to fuel the cosmetics craze, even though some view these as mere marketing tools to capture consumers. Saeed Ghani, a chain of herbal personal care products, has oil-based perfumes as a very popular halal product line.
Thanks to a much globalised media, and increasing awareness and acceptance of the use of cosmetics by both men and women, the market for make-up products seems to be a very lucrative one for both local and international players.
In any case, products designed for the Pakistani population need to be indigenised according to the taste and preferences of the people to capture the market with full force.