Cosmetics Industry in Pakistan Essay Example

catering to the masses and those catering exclusive to taste of the elite and upper middle classes. Cosmetics are produced in brand/wrapped or unbranded/ unwrapped form. Data on production of cosmetics, based on the figures published by the Federal Bureau of Statistics, Government of Pakistan only cover units in the organised sector.

At present 101 units are working in the organised sectors. However, large quantities of cosmetics are manufactured in Pakistan at the cottage level. Production of cosmetics increased from 43 million containers in 1994-95 to 207 million containers in 1998-99 thus showing an average increase of 45 per cent per annum. On the other hand, production of toilet soap also increased from 53 thousand tonnes in 1994-95 to 76 thousand tonnes in 1998-99, thus showing an increase of 43 per cent. Production of cosmetics and toilet soap for the last fie years is given in table-1.

A large number of products manufactured come under personal care products. These include soaps, shaving creams, toothpastes, tooth powder, face creams, shampoos, lotions, mouth wash, after shave lotions, eau-de-colognes, hair dyes and other toiletries. The bulk of the market share of cosmetics in Pakistan is held by three big companies, Kohinoor Chemicals, International Laboratories (Ponds) and Revlon. They control about 60 to 70 per cent share of the total market. Having large production facility and marketing set-up, they are able to dictate their terms.

Their products under brand name such as Swiss Miss, Medora of London, Tibet cream, Revlon, Ponds and Forhans have been established in people's minds. Important centers producing cosmetics in addition to Karachi are Hyderabad, Lahore and Rawalpindi. Most of the units

in the organised sector having modern technology and foreign capital, accounting for 67 per cent of the total capacity are concentrated in Karachi. They produce with a few exception, foreign brands of cosmetics and goods needing sophisticated manufacturing techniques and quality control methods.

Many pharmaceutical firms have also entered this field, and are manufacturing quality cosmetics. This industry with indigenous capital, employing simple manufacturing technology, mostly based on indigenous raw materials is spread all over the country at cottage level. In the past, except in a few cases, no modern marketing techniques or approaches were adopted, but since the eighties, the marketing activities have become more organised. Marketing of cosmetics is carried out under brand names. Some of the popular brands are Tibet, Ponds, Colibri, Medora, Kala Kola, Max Factor, Swiss Miss, Dylecia, Lux, Rexona, Forhans, Macleans, Binaca etc.

Preparations for skin and hair are full of choice ingredients and many are blended with fragrant perfumes. Preparations for skin in many shades are suitable for different complexions. They include a wide range of products, such as moisturizer, cleanser, hand and body lotions, foundation, etc. Selected ingredients go into making of spearmint and peppermint flavored dental creams and pastes. Hair creams and brilliantine are also the two fine quality cremes which are in wide use. Pakistan cosmetics have been categorised into creams, lotions for the care of the skin and hair.