The Pakistani Woman & her Tryst with Beauty: Finding Triggers & Barriers for GAL
Pakistan’s history has a strong influence on its beauty standards. Beauty standards that have persisted are largely rooted in its colonial past, where feminine beauty was defined as having fair skin, almond eyes, long hair, and a petite figure. These notions carry on even to this day and there is a societal divide between the modern empowered and voiced woman versus the one who still feels pressured to follow the norms of the past. In this context, the brand Glow & Lovely, which has been deeply entrenched amidst the beauty landscape of the country, was facing a threat.
Sales & penetration figures of the brand had been seeing a decline. The pandemic as well as the 2020 re-branding, could also be attributes that had contributed to this fall. Our research explored the socio-cultural landscape of Pakistan and contextualised the habits and preferences of women who had been users of the brand. Our work also highlighted the usage habits with a greater focus on the triggers and barriers that had the potential to turn around the brand’s usage.
Consumer Insights
The Pakistani woman is living at the cusp of change, but uncertain to embrace it wholeheartedly. She faces a strife, morally & emotionally. She doesn’t prefer to challenge. She negotiates only what she can handle. While the younger woman aims to carve out her identity remaining within a collective is also equally important. She seeks liberty, but not equality. Change is imminent and while she acknowledges it, she also remains emotionally detached to it.