The beauty industry in Indonesia and Malaysia experiences a significant boost in sales during the festive period of Eid al-Fitr. Cosmetics brands in Southeast Asia capitalize on the shopping boom that occurs leading up to this holiday.
In Indonesia, beauty consultant Exanti from Wardah cosmetics prepares for the holiday season by stocking up on products for a more natural and glossy look. She notes that the Eid al-Fitr celebration is a time for family gatherings and special occasions, prompting many consumers to refresh their makeup routines.
During Ramadan last year, skincare and makeup sales in Indonesia saw a 20 percent increase compared to the pre-festival period. The total sales value of fast-moving consumer goods, including cosmetics, reached 57.6 trillion rupiah ($3.6m) in 2023, indicating the peak shopping season leading up to Eid.
The sales boom is not limited to Indonesia, as retail sales across Southeast Asia rose significantly during the first two weeks of Ramadan. Malaysia experienced the highest increase in individual sales at 40 percent, followed by Singapore at 30 percent. Beauty products saw a 16 percent increase in sales, highlighting the demand for cosmetics during the festive period.
To cater to this demand, many Indonesian companies have embraced online sales strategies to complement their physical stores. Beauty brands like Body Shop Indonesia and Wardah use platforms like Shopee and TikTok to reach a wider audience during the holiday season. They offer promotions and special campaigns tailored to the Ramadan period to attract shoppers.
This year, Wardah launched a Ramadan campaign called “Continue Your Good Steps,” emphasizing the values of goodness and togetherness during the holy month. The brand partners with ambassadors to host online talks that align with its sales campaign, aiming to engage and connect with customers.
In Medan, salesperson Ela from Body Shop Indonesia notes the importance of looking good during the holiday celebrations. Many customers prepare their skin with skincare products before opting for flamboyant makeup looks. Products like brightly colored lipstick and long-lasting makeup are popular choices for festive occasions.
Overall, the beauty industry in Indonesia and Malaysia sees a surge in sales during the Ramadan period, presenting an opportunity for retailers to diversify their sales strategies and cater to the increased demand for cosmetics during the festive season.
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The key points of the Economy|Fashion Industry in Indonesia and Malaysia during Eid al-Fitr are:
1. Beauty is a big business during Eid al-Fitr in Indonesia and Malaysia, with consumers stocking up on cosmetics products to refresh their look for the holidays.
2. Sales of skincare and makeup products rose significantly during Ramadan in Indonesia, with a 20 percent increase compared to the pre-festival period.
3. Retail sales across Southeast Asia also saw a significant increase during the first two weeks of Ramadan, with Malaysia experiencing the highest individual increase of 40 percent.
4. Many Indonesian companies have turned to online sales to boost their earnings during the holiday period, with brands like Body Shop Indonesia and Wardah leveraging platforms like Shopee and TikTok for promotions.
5. Beauty brands are running specific Ramadan campaigns to target shoppers during the holiday period, with a focus on values of goodness and togetherness.
Long-term implications and possible future developments in the Economy|Fashion Industry in Indonesia and Malaysia during Eid al-Fitr could include:
1. Continued growth in the beauty industry during the holiday period, with a focus on online sales and targeted promotions to reach consumers.
2. Increased competition among beauty brands to capture the attention of shoppers during Ramadan, leading to more creative marketing strategies and collaborations with influencers.
3. The potential for a shift towards sustainable and ethical beauty products, as consumers become more conscious of their purchasing decisions during the holiday season.
4. The rise of virtual shopping experiences and livestream events for beauty brands, as they seek to engage with consumers in new and innovative ways.
Actionable advice based on these insights could include:
1. Beauty brands should continue to invest in online sales and digital marketing strategies to reach consumers during the holiday period.
2. Brands can differentiate themselves by focusing on sustainability and ethical practices, appealing to a growing segment of conscious consumers.
3. Collaborations with influencers and brand ambassadors can help amplify marketing messages and reach a wider audience during Ramadan.
4. Embracing virtual shopping experiences and livestream events can help brands connect with consumers in a more engaging and interactive way, driving sales and brand loyalty.