Building the Serum Category in Pakistan (L’Oréal Paris Skincare)

Client Name

L'Oreal Pakistan

Faculty Advisor

Dr. Farah Naz Baig

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Our project aligns with the thought leadership of behavioural studies by deeply exploring the consumer journey of Gen Z and Gen M beauty consumers in Pakistan—from awareness to post-purchase experience.

Through focus groups, in-depth interviews, and surveys, we uncovered how consumers recognize skincare needs, search for product information, navigate purchase channels, and evaluate product experiences. Emotional and cognitive associations were mapped using a brand concept map, developed from qualitative insights, to better understand underlying motivations and sentiments.

Additionally, by identifying key purchase drivers, trigger points, and barriers—supported by social listening on social media and e-commerce platforms—our study provided a comprehensive behavioural analysis to guide L’Oréal’s strategic positioning as the #1 skincare brand in Pakistan.

Aligned SDGs

GOAL 4: Quality Education

Aligned SDGs Justification

Our project aligns with the broader goals of promoting quality education and economic growth through its focus on consumer awareness and industry development. The campaign designed at the end of the project aimed to educate consumers about face serums using trusted sources, such as verified dermatologists, helping them make informed skincare choices.

Additionally, by focusing on increasing the penetration of skincare serums in Pakistan, the project supports the growth of the skincare industry—contributing to job creation, business expansion, and overall economic activity in the country.

NDA

No

Abstract

This project, "Building the Serums Category in Pakistan," is developed for L’Oreal Paris Pakistan Limited with the aims and objectives of exploring the consumer journey and understanding their attitude towards and usage of skincare in Pakistan, with a specific focus on serums. The principal objectives involve conducting an in-depth Usage & Attitude study to gain comprehensive insights into the behaviors, preferences, and perceptions of Gen Z and Gen M beauty consumers in Pakistan.

The target group comprises males and females aged 18-45 from Karachi and SEC A/B segments. The study further aims to map the complete consumer journey for serum purchases, identifying key touchpoints, motivations, and barriers. Additionally, the research will propose strategic solutions and category growth opportunities to strengthen the serums segment in Pakistan while positioning L’Oréal Paris as the world's number one skin brand in the minds of local consumers. The research design incorporates both primary and secondary sources through In-depth interviews, Focus Group Discussions, and Retail Landscape Analysis across critical regions in Karachi.

The key findings from this study compellingly reveal a growing consumer preference within Pakistan’s skincare market for ingredient-specific, science-backed products that offer targeted solutions for common skin concerns like pigmentation, acne, and hydration. The analysis highlights those young, urban women aged 18–24 — the dominant consumer segment — increasingly prioritize serums containing active ingredients such as glycolic acid, hyaluronic acid, and salicylic acid for their perceived functional benefits. In parallel, social media platforms, particularly Instagram and TikTok, along with dermatologists’ endorsements, play a decisive role in shaping awareness and purchase decisions, with reels, UGC, and doctor-led content acting as primary triggers.

This research underscores the necessity for L'Oréal Paris to reposition itself as a credible, expert-driven skincare brand by amplifying dermatological endorsements, refining its digital content strategy, and leveraging the influence of micro and mid-tier content creators. Recommendations include reworking Instagram content to align with international visual benchmarks, creating ingredient-education reels, and conducting on-ground activations at universities. A focus on clear, functional messaging and visible, clinically validated results will not only strengthen L'Oréal’s competitive standing against brands like The Ordinary and Conatural but also address prevailing consumer barriers of trust and product efficacy skepticism, fostering stronger brand-consumer relationships within Pakistan’s evolving beauty landscape.

Keywords: Skincare trends, Consumer behavior, Competitive analysis, Consumer awareness, Brand consciousness, Reviews, Functionality.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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