Client Name

L’Oréal Pakistan

Faculty Advisor

Dr. Nida Aslam Khan

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Our project aligns with Behavioural Studies as it explores the psychology and motivations behind premium beauty purchases. Through in-depth interviews with high-income female consumers in Karachi, we examined how emotional well-being, social influence, digital exposure, and aesthetic preferences shape their beauty routines and brand choices. For example, many respondents described skincare as a ritual that boosts confidence and mental clarity, while others highlighted the impact of TikTok trends and peer recommendations on purchase decisions. The project focuses on consumer habits, value perception, and behavioural patterns, making it a direct application of behavioural science in marketing.

Aligned SDGs

GOAL 12: Responsible Consumption and Production

Aligned SDGs Justification

Our ELP project with L'Oréal aligns strongly with several Sustainable Development Goals by decoding the behaviour, values, and needs of premium beauty consumers in Pakistan. By focusing on dermatologically safe, ingredient-conscious beauty preferences, we contributed to Good Health and Wellbeing (Goal 3) by highlighting the importance of safe skincare routines and health-oriented beauty choices.

The project also supported Gender Equality (Goal 5) by showcasing how beauty can be a tool for self-expression, confidence, and empowerment, especially for women navigating societal norms and professional spaces. In terms of Industry, Innovation and Infrastructure (Goal 9), our research applied structured behavioural frameworks and ethnographic tools such as consumer journey mapping, and a persona consumer to generate data-driven insights.

Finally, our personas revealed a strong consumer inclination toward ethical brands and sustainability, allowing us to recommend eco-friendly packaging, ingredient transparency, and mindful marketing practices, thus promoting Responsible Consumption and Production (Goal 12). Collectively, the project offers insights that encourage inclusive, innovative, and sustainable practices within the beauty industry.

NDA

No

Abstract

This report examines the behaviors, motivations, and price sensitivities of premium beauty consumers in Pakistan, with a focus on uncovering demand drivers and actionable insights for L’Oréal Pakistan. Using a mixed-methods approach, the study decodes how affluent Pakistani beauty buyers decide what “premium” means to them and how it influences their routines and brand choices. Key findings reveal that “premium” beauty is defined less by luxury branding and more by trust, efficacy, and emotional fulfillment: consumers view high-end skincare as both a functional investment in quality and a ritual of self-care and self-expression.

The study focused specifically on consumers of premium makeup and skincare products residing in Karachi, Pakistan. It did not include general beauty categories like haircare or fragrances. Both online and offline behaviors were considered, with research spanning individual interviews, focus groups, and survey responses. While the scope was concentrated geographically and category-wise, recommendations for future expansion are discussed in the final section.

Science-backed efficacy and ingredient safety emerged as paramount, with 73% surveyed consumers prioritizing honest reviews and clinical proof over celebrity endorsements (only 5% sway) . Consumers segment into distinct personas driven by core beliefs from the “Clinical Conscious” who demand evidence-based skincare, to the “Bold Expressivist” who use beauty for creativity, to the “Rational Indulger” who seeks value and results.

Despite a willingness to pay a premium, these consumers exhibit notable price sensitivity. They expect clear value for money and longevity of benefits, and one disappointing product experience can eliminate a brand from consideration. The research highlights critical journey touchpoints and pain points: digital discovery (Instagram, TikTok) sparks interest but validation via reviews and peers is essential before purchase; in-store experiences matter for first-time product trials, while convenient e-commerce options drive repeat purchases.

A fragmented market with grey imports and authenticity concerns means trust and reliability are pivotal. Strategic recommendations for L’Oréal Pakistan include repositioning brand messaging around “empowered rituals” and credibility, enhancing omnichannel integration (seamless online-offline consumer journeys with educational content and personalised guidance), offering trial-size products and “skin-safe” innovations to address trial anxiety, and fostering community engagement through relatable influencers and user-generated reviews.

These insights aim to help L’Oréal better align its product development, marketing, and pricing strategies with the evolving expectations of Pakistan’s premium beauty consumers, ultimately driving sustainable brand loyalty and market growth.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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