Pierce Mattie was recently interviewed by Cosmetique News in Paris about how men's grooming products in Pakistan are beginning to become more acceptable and opening an opportunity for growth. Below you will find the original interview that took place that I believe will shed some insight into this emerging market for beauty.
Courtney, Cosmetique News: I’ve read a few reports detailing how men’s beauty products and services do well in Pakistan, as the influence of global pop culture and an existing cultural acceptance toward men ‘adorning themselves’ for special occasions like weddings make even men’s makeup products acceptable there, despite the strong influence of Islam. What can you tell me about this market?
Pierce Mattie: Pakistan is currently experiencing a rapid growth rate annually higher than most Middle Eastern countries with their economy and commerce. It currently remains as the world’s sixth largest growth rate. Their two largest areas of growth are finance and manufacturing. Previously, Pakistan’s economy was primarily an agricultural base, but over the past ten years it has increased to being a service-based country. This mostly includes wholesale and retail with an increase in marketing and public relations, both of which are image related industries. The trend is going from men in the workforce who may have worked outside mostly during the week to ones that are now indoors, at a computer, taking meetings and attending social functions for lunch and dinner. Thus, their grooming demands have increased.
In 2006 Pakistan signed the Free Trade Agreement with China to increase its bilateral trade to other markets. This has caused the workforce again to become more competitive both in their appearance and business savvy skills. The men are taking on a more global esthetic than that typically centric to Pakistan. There is a huge influence coming from East India at this time with men’s fashion and grooming that is melting Pakistani trends with an Indian Asian inspiration. I also see a huge amount of lineage between Pakistan and France. The Fashion Institute of Pakistan has an equally male staff as it does to its female counterparts, something unique to the country’s leading fashion school, thus increasing the enrollment of men in the college as well.
Courtney, Cosmetique News: In your understanding, which products/channels are the most successful, and which have the most potential for growth?
Pierce Mattie: Close to half of Pakistan’s population is Punjabi, an Indo-Aryan ethnic group from South Asia. They continue to enjoy their spicy dishes at lunch, but realize that during meetings it’s best to have a neutral aroma. There is an increase in men splashing cologne after lunch with popular notes that neutralize food smells, as well as, increasing their shower rituals to both morning and night. Their music and dance of choice is a folk music called Bhangra and it’s known for being very colorful. Currently it’s being mixed into workout videos and used similarly to the way the US Fitness industry exploded with a Miami dance called Zumba. Pakistan features several of their videos with male instructors. Famous Punjabi men include; Hrithik Roshan, who is an award-winning Bollywood actor. A partnership with him would make for a great branding opportunity for a grooming brand to align with.
Cosmetique News: Have clients of yours shown a growing interest in this market for men’s products? Have advertising campaigns been stepped up there?
Pierce: There is a communication interest from our US clients to get the word across to the Middle East, most definitely with the film and TV shows that air in that country including Bollywood. With the US Economy at a standstill, our clients at Pierce Mattie PR are asking us to provide PR services for beauty, grooming and cosmetic packaging programs reaching China, India, Egypt, Israel, Lebanon as well as Pakistan, including Palestinian territories, Saudi Arabia and the United Arab Emirates. Most countries that are creating a strong public relations, marketing and advertising strategy for this emerging consumer market include; China, France, England and Canada.
Cosmetique News: Overall, what do you think the outlook is for this very particular market, and what can companies marketing men’s skincare or beauty products do to get a foothold in what seems to be a difficult market?
Pierce: Men in Pakistan are tradition-bound, but hair removal, hair styling products and nail care remain to show the most growth. Surgical hair restoration also remains on the rise. The Pakistan Association of Plastic Surgery reports that the Amin hospital in South Punjab is averaging around 35 hair transplant procedures a month. Rumored to have had a transplant is Pakistani politician Nawaz Sharif who has set the standard in keeping a youthful hairline. There is an also a wave of British citizens coming to Pakistan for plastic surgery as it’s much more affordable.
I would advise grooming companies to first and foremost educate themselves and understand the culture and traditions of Pakistani men. They need to research how their product can not only benefit them in personal care, but become a necessary part of their daily life. As with creating a celebrity partnership can make a company here in the states, it will also help introduce their products to Pakistani men via a person of public image that they trust and who has influence among that demographic.
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Comments (1)
Thank you for providing these important insights into the Pakastani men's grooming market. I found them very helpful to me as a professional photographer who is expanding his work to men's beauty industry.
Posted by Andre DeLoach | May 31, 2009 10:00 AM
Posted on May 31, 2009 10:00