The launch events of luxury beauty brands YSL and Armani in Lahore became the talk of the town with star-studded red carpets and enough social media content to keep everyone’s feeds busy.
Actor Hania Aamir, Aena Khan and Mamya Shajaffar represented YSL at the launch event, while Sajal Aly and Hamza Sohail represented Armani Beauty. Official representatives of both brands also attended the event from Paris.
Speaking exclusively to Pakistan Connect, Mehak Sohail, Entertainment Editor at Paperazzi Magazine, who attended the launch and witnessed the event firsthand, shared her views.
“People should be happy that international luxury brands are willing to invest in Pakistan. We already spend heavily on luxury lawn collections, designer shoes, and other premium brands. It shows that consumers are willing to invest in high-end products if they see value in them.”
Mehak also pointed out that many consumers do not fully trust online pages that import luxury beauty products, while others simply do not have easy access to them. Having official stores in Pakistan, she said, gives customers more confidence that they are buying authentic products.
Addressing the backlash after the launch, she said, “If you do not like the brands, that is completely fine, but there is no need to hate on them.”
The verdict of Pakistani women
But beyond the glamour lies a more practical question: Will Pakistani women actually buy them? Admiring a YSL lipstick on social media is one thing and spending over Rs8,000 on one is another.
To get a better understanding, we spoke to multiple Pakistani women of different ages and backgrounds.
Minahil Rizwan, 24, a fresh graduate of the National College of Arts (NCA), believes that celebrities were not the right choice.
“I do not think Hania Aamir, Sajal Aly, or Hamza Sohail were the right faces to represent premium makeup brands. They did not feel like the best fit for the launch. I think well-known Pakistani makeup artists or beauty influencers should have been the faces of these brands instead. Also, the products are too expensive for someone like me.”
Zoya, 18, a student at Kinnaird College for Women, Lahore, said:
“I wish Sephora would have opened in Pakistan instead. It would give people access to a wider range of brands. Launching only luxury beauty brands is not the smartest move when affordability is a major concern for most Pakistanis.”
Makeup salon owner and influencer Maira Gilani, who typically sources luxury beauty products from abroad for her salon, said she would consider purchasing YSL and Armani products locally if they are priced similarly to imported alternatives.
“If I urgently need something from YSL or Armani and the local prices are comparable to what I pay when sourcing them from abroad, I will definitely buy them here. Otherwise, I will continue importing them.”
Gilani also believes the luxury brands have the potential to establish themselves in Pakistan but are unlikely to achieve the same level of sales as drugstore beauty brands.
Another makeup enthusiast from Islamabad, Hibah Dar, said she would gladly invest in YSL Beauty products despite their high price tag.
“I am already planning to save up and invest in some of the brand’s best shades, even if they cost more. I would love to experience high-end makeup products and see the difference for myself.”
Ramsha Rasheed, 29, a master’s student at LUMS and a working professional, said the buzz surrounding the launch was driven more by influencers than the brands themselves. She believed the marketing failed to clearly communicate what YSL Beauty and Armani Beauty were actually offering beyond the celebrity hype.
“I earn well, but I personally would not spend that much on perfumes or beauty products.”
“Consumers who can afford luxury beauty brands are already purchasing them through overseas sources, so the opening of official stores in Pakistan is unlikely to change their buying habits significantly.”
“I also visited Dolmen Mall recently, and there were hardly any customers at the stores.”
While the launch has generated excitement on social media, the biggest concern for many consumers is the price. Many believe YSL and Armani Beauty will mainly cater to a small, affluent market since many people need to save up before making a purchase.
If we talk about the prices of the brands, the most affordable lipstick from YSL Beauty is priced at around $30 (approximately PKR 8,295, excluding taxes). While it may be a reasonable one-time splurge for luxury beauty lovers, it still represents a significant expense for an average Pakistani.
Since Armani Beauty currently offers only fragrances in Lahore, the starting price is over $100 (around PKR 28,000).
Whether YSL Beauty and Armani Beauty can succeed in Pakistan in the long run will depend on consumer demand and whether the brands can keep customers interested after the big launch. Well, only time will tell.
