Lifetype Vistas – Aurora

In its March-April 2011 version, Aurora profiled Nabila, the
iconic stylist and entrepreneur, and requested whether or not her
“borderline obsession with beauty” is perhaps thought of
superficial. She disagreed, as an alternative describing her
‘inside-out’ philosophy: “I feel that wanting good is immediately
linked to feeling good and having excessive vanity. Feeling
good is what motivates me, so I assume that it may well inspire
others as effectively.”

Nearly 15 years later, this mindset appears to have absolutely
permeated the Pakistani client psyche. Over the previous 27
years, Aurora has chronicled the transformation of way of life
selections in Pakistan; in magnificence and private care, trend and
textiles, well being and wellness, actual property and extra. These
shifts have been pushed by the rise of mall tradition, expanded
digital entry, altering aspirations and a rising need for
holistic residing – all dramatically accelerated by the pandemic.
In the late nineties, Aurora‘s protection of the wonder sector
targeted on equity lotions and imported skincare manufacturers
that mirrored each world and native aspirational beliefs. Over
time, this narrative modified. According to Statista, Pakistan’s
magnificence and private care market is projected to succeed in $5.10
billion in 2025, up from $1.7 billion in 2018, with 7.3% of gross sales
anticipated on-line. This progress is fuelled by digital literacy
and a surge in home-grown manufacturers similar to Her Beauty,
Conatural, and Sapphire Botanics, a lot of which emphasise
clear magnificence and sustainability. Even conventional gamers like
Saeed Ghani have rebranded to remain related, evolving their
communication methods to replicate values similar to inclusivity,
individuality, and self-care.

The trend and textile business has undergone an equally
dramatic shift. Where early Aurora points tracked the rise
of Khaadi and Gul Ahmed as retail disruptors, right now’s
manufacturers have develop into full-fledged way of life homes, providing
not solely attire however residence decor, perfumes, footwear and
equipment. With a mixed market worth of over $5.6
billion, these manufacturers have expanded into Pakistan’s secondand
third-tier cities, democratising trend. More importantly,
they’ve embraced inclusive storytelling. Campaigns
similar to Generation’s ‘Greater Than Fear’, which featured
fashions with vitiligo, hair loss, and numerous physique sorts, have
challenged outdated magnificence norms and reshaped how
trend displays society.

The wellness motion is a more recent however equally highly effective
pressure. Although fragmented in information, Pakistan’s well being and health
market was estimated at $1.67 billion in 2022. Aurora has
reported on the rise of high-end gyms, remedy practices, and
mindfulness-based experiences, together with yoga, meditation,
and sound therapeutic. While wellness stays largely restricted to
upper-income teams on account of price and accessibility, it displays an
rising cultural shift, the place psychological readability, work-life steadiness,
and self-optimisation are more and more valued.

Another important – and sometimes underestimated – reflection of
altering existence is actual property. Over the previous decade, Aurora
has documented how the class developed from conventional
property gross sales to aspirational residing. Real property promoting,
as soon as pushed by value and plot measurement, is now targeted on way of life,
neighborhood, and concrete escape. Brands similar to Emaar, DHA,
and Bahria Town have reworked their messaging to promote not
simply properties, however aspirations – gated communities with good
properties, inexperienced belts, purchasing districts, wellness golf equipment, and
even artwork installations. Projects like ARY Laguna went a step
additional by branding themselves round ‘Pakistan’s first artifical
seaside,’ illustrating how actual property is not nearly
shelter – it’s about standing, expertise, and future-proof residing.

Over practically three a long time, Aurora has not solely reported on
these shifts however helped decode how promoting each displays
and reinforces evolving values. Today’s Pakistani client no
longer sees way of life selections as fragmented. Beauty, trend,
wellness, and even actual property have coalesced right into a single
pursuit: residing higher and extra meaningfully. What was as soon as
aspirational is now anticipated – and on this journey, promoting
has served as each mirror and map.

From Aurora’s archives

INTERVIEWS
Shamoon Sultan, CEO, Khaadi

Sheikh Adil Hussain, Marketing Director – Hair Care, Unilever Pakistan

PROFILES
Life in Vice Versa: Taimur Tajik, Associate Creative Director, Spectrum Y&R

Living the Abundance Mindset: Adnan Malik, Actor, Director, Therapist, Somatic Coach, Group Facilitator.

ARTICLES
The Beauty Proposition – Umair Kazi

Should Men Look Good Only to Attract Women? – Sami Qahar

A Universal Right or a Luxury for the Select Few? – Shaista Ayesha

Embracing Mall Culture in Quetta – Akbar Notezai

Pakistan’s Own Online Antique Car Show – Romano Karim

Bringing Pakistan’s Musical Heritage To Life in 17 Episodes – Mamun M. Adil