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Two of the world’s biggest luxury labels. Some of Pakistan’s biggest stars. Two launches, back-to-back, serving plenty of content for Instagram reels and social media discourse. YSL Beauty and Armani Beauty both recently launched in Lahore and desi social media has been having a field day ever since, drifting from aesthetic images of the event to fashion critiques to the morality bandwagon griping, “Is this the Islamic Republic of Pakistan?”

One could write a lengthy analysis on the YSL cascade skirt worn by Hania Aamir or Sajal Aly opting for Mo By Mohsin Tawasuli or the excitement of seeing Sajal and Hamza Sohail, a hit TV drama pair, at an event together but let’s focus on the purpose behind the launches: YSL Beauty and Armani Beauty operating from stores in Pakistan.

Pakistan’s buying power when it comes to international labels is limited, which is why these titans barely ever tilt their heads towards our soil. It’s exciting then that two major heavyweights have opened up in the local market, especially with star-studded launches calculated to generate plenty of hype.

But why have these launches only been visible on local social media portals and not on the brands’ official Instagram pages? Why are these stores not visible in the ‘Store Locator’ listings on the YSL Beauty or Armani Beauty official webpages?

One wondered if this was a collaboration similar to an organisation purchasing franchisee rights from a brand and launching it in a retail space. Or perhaps these launches were similar to how Harvey Nichols hosts major brands — for instance, Saint Laurent — with store-in-store immersive boutiques and beautifully curated installations.

A quick Google search shows that both YSL Beauty and Armani Beauty fall under the umbrella of L’Oreal Luxe, the luxury division within L’Oreal. The YSL Beauty and Armani Beauty stores in Dolmen Mall Lahore may be small with limited product lines, but evidently these stores are quite officially here in Pakistan.

Rija Khan, division manager at Eleganz Luxury Private Limited, L’Oreal Luxe’s official distributor in Pakistan, said, “The brands are here officially and while it takes time, the stores will be visible soon in the ‘Store Locator’ options on the official websites also. Teams from Paris and Dubai were also present at the event.”

She continued, “The official images and videos are still getting shortlisted and while I can’t confirm that they will be seen on the official Armani Beauty and YSL Beauty Instagram pages, they will be shared on the official L’Oreal Luxe social media portals, although I cannot confirm when.”

While the stores may have ‘launched’ in a big way just now, both the YSL Beauty and Armani Beauty stores in Dolmen Mall Lahore have actually been open since last year. Why plan out these events now?

“It takes research and extensive shortlisting with the global team’s approval necessary before any decision takes place. Even deciding on the celebrities who would be representing the brands at the launch took time and endless discussions, based on their reach and their personalities,” said Khan.

“YSL Beauty has a brand identity that is chic, bold and confident. All this resonates with Hania Aamir and just look at the kind of crowd that her presence managed to pull at the launch! Internationally, Dua Lipa is the brand’s Global Makeup and Fragrance Ambassador. We were searching for a Pakistani star with similar charisma and I think Hania fit perfectly,” she explained.

“Armani Beauty’s image is more confident and mature. Internationally, it is represented by celebrities like Cate Blanchett and Kendall Jenner. Sajal Aly’s stature as an actress and as a much-loved star was the best option for us.”

And why Hamza Sohail? “He is extremely popular and has been very successful in his recent dramas. He was a great choice too!”

If the team was looking for stars who would haul in endless social media attention, they collaborated with the right names. A heavy-duty lineup of models, influencers and Lahore’s social set was also seen at the launch. This crowd, avidly capturing the events’ details with their phones, brought in a lot of hype — although one wishes that more effort had been put into curating their looks rather than just sending them invites. Considering that it is being said that the videos and images from the brand launches might be shared on the L’Oreal Luxe social media portals, a more glamorously dressed crowd would have been impressive.

Now that the launches have wrapped up, one hopes to see the events also make a mark on the global map soon. Our stars are immensely talented, with fans all over the world. With Pakistani dramas’ audience mushrooming rapidly, their global reach is also growing. It would make one immensely proud to see Hania, Sajal, Hamza and the rest of the events’ entourage represented on the official pages of these major global brands.

Remember Mahira Khan on the official Cannes Film Festival red carpet back in 2018, representing L’Oreal Paris Pakistan Haircare as their official spokesperson in Pakistan? We need more such representation for our stars! Hopefully, soon.

Cover via Dolmen Mall Lahore/Instagram