Redefinition of Beauty Landscape
We live in a world powered by ubiquitous connectivity and intertwined social media platforms, which guzzle and release a plethora of trends and fads every second that passes. It is also no surprise that more than half of the population globally is tied in or linked up, while social media users are growing exponentially. The situation is no different in Pakistan, where internet penetration has hit a mass, with around 54% of users also seeming to participate in “online” research for lifestyle and beauty products daily.
Everyone is a skincare expert!
The richness of digitally available knowledge on beauty makes it simpler for customers to assume the role of skincare experts themselves. It has become harder to woo customers with just the bare minimum description and selling pitch. Today’s consumer needs full disclosure, sophistication, and simplicity. Therefore, to meet evolving requirements, companies need to ace their game by not only hopping onto the global beauty bandwagon but also sticking to the country-specific guardrails to stay relevant and desirable.
Redefinition of Beauty Landscape
We live in a world powered by ubiquitous connectivity and intertwined social media platforms, which guzzle and release a plethora of trends and fads every second that passes. It is also no surprise that more than half of the population globally is tied in or linked up, while social media users are growing exponentially. The situation is no different in Pakistan, where internet penetration has hit a mass, with around 54% of users also seeming to participate in “online” research for lifestyle and beauty products daily.
Everyone is a skincare expert!
The richness of digitally available knowledge on beauty makes it simpler for customers to assume the role of skincare experts themselves. It has become harder to woo customers with just the bare minimum description and selling pitch. Today’s consumer needs full disclosure, sophistication, and simplicity. Therefore, to meet evolving requirements, companies need to ace their game by not only hopping onto the global beauty bandwagon but also sticking to the country-specific guardrails to stay relevant and desirable.
With a global lens and social listening across multiple social media (TikTok views, Instagram hashtags and Google searches), specialized and sophisticated skin-care regimes dominated beauty trends this year. Beauty product buyers stepped away from harsh scented products and towards simple or natural offers, whereas the top trending skincare topics revolved around SPF usage, achieving glass skin and adoption of ceramides as a part of skincare routine.
With a global lens and social listening across multiple social media (TikTok views, Instagram hashtags and Google searches), specialized and sophisticated skin-care regimes dominated beauty trends this year. Beauty product buyers stepped away from harsh scented products and towards simple or natural offers, whereas the top trending skincare topics revolved around SPF usage, achieving glass skin and adoption of ceramides as a part of skincare routine.
When the Lines Blur
Furthermore, the line between beauty and skincare is blurring; an increasing number of consumers follow morning/evening beauty routines to achieve the best quality skin as they move towards naturalness and skin-deep beauty. Thus, it is right to say skincare enthusiasts would rather indulge in a morning routine instead of just swiping on a highlighter, to get the trendy glowing look of today.
Pakistan’s beauty equation
Zooming in on Pakistan, the long-destined reshaping of beauty space accelerated in the pandemic, especially amongst the vast base of youth which is always eager to adopt and experiment.
Pakistan has a big chunk of young consumers, with around 80% population falling below the age of 40 – he bullseye age range for most beauty and personal care brands. And this growing population promises more prospective shoppers for brands to go after. However, the rapid multiplication of brands in both local & international markets, toughens the game. Every brand should work harder to remain relevant and increase penetration each year.
The post-COVID era played a pivotal part in redefining needs and expectations. Consumers are becoming increasingly conscious and prudent about the products they purchase. With rising inflation, and shallower pockets shoppers were pushed to evaluate their options in choosing the brands that offer holistic and skin-deep wellness, while standing for their value.
Be it face creams, soaps or shampoos, masses are looking for more natural and long-lasting benefits. They have moved away from superficial and transitory gimmicks like fairer skin to deep nourishment and lasting benefits. Even so, in hair care, beauty enthusiasts are more inclined towards shampoos that leave the scalp healthy, packed with a feeling of cleanliness & freshness.
In this era, manufacturers in the beauty industry must evaluate how Pakistani lifestyles have changed, identify the white spaces, andemerging needs and occasions, to position themselves differently to top up their game.
If you need to know more about the beauty landscape of Pakistan and the ever-evolving trends packed here, feel free to reach out to us at info.pakistan@1oula.com
When the Lines Blur
Furthermore, the line between beauty and skincare is blurring; an increasing number of consumers follow morning/evening beauty routines to achieve the best quality skin as they move towards naturalness and skin-deep beauty. Thus, it is right to say skincare enthusiasts would rather indulge in a morning routine instead of just swiping on a highlighter, to get the trendy glowing look of today.
Pakistan’s beauty equation
Zooming in on Pakistan, the long-destined reshaping of beauty space accelerated in the pandemic, especially amongst the vast base of youth which is always eager to adopt and experiment.
Pakistan has a big chunk of young consumers, with around 80% population falling below the age of 40 – he bullseye age range for most beauty and personal care brands. And this growing population promises more prospective shoppers for brands to go after. However, the rapid multiplication of brands in both local & international markets, toughens the game. Every brand should work harder to remain relevant and increase penetration each year.
The post-COVID era played a pivotal part in redefining needs and expectations. Consumers are becoming increasingly conscious and prudent about the products they purchase. With rising inflation, and shallower pockets shoppers were pushed to evaluate their options in choosing the brands that offer holistic and skin-deep wellness, while standing for their value.
Be it face creams, soaps or shampoos, masses are looking for more natural and long-lasting benefits. They have moved away from superficial and transitory gimmicks like fairer skin to deep nourishment and lasting benefits. Even so, in hair care, beauty enthusiasts are more inclined towards shampoos that leave the scalp healthy, packed with a feeling of cleanliness & freshness.
In this era, manufacturers in the beauty industry must evaluate how Pakistani lifestyles have changed, identify the white spaces, andemerging needs and occasions, to position themselves differently to top up their game.
If you need to know more about the beauty landscape of Pakistan and the ever-evolving trends packed here, feel free to reach out to us at info.pakistan@1oula.com