INDONESIA: Every day, Exanti, a beauty consultant representing the Indonesian cosmetics brand Wardah, adorns herself with what she calls a “full face” of makeup, featuring eyeshadow, eyeliner, foundation, concealer, blusher, and lipstick.
However, with the conclusion of the fasting month of Ramadan approaching, Exanti is preparing to undergo a transformation. For her upcoming look, Exanti is replenishing her cosmetic arsenal with simpler products such as basic eyeliner and nude lip gloss, departing from her usual vibrant matte shades.
“In Indonesia, Eid al-Fitr is a time for familial reunions, and we always commemorate it with a family photo,” Exanti said. “My makeup will undergo a complete overhaul when I return home for the holidays. I aim for a more natural, glossy appearance, striving for a fresh and clean visage.”
Exanti, noticing a surge in customers in recent weeks, coinciding with companies disbursing year-end bonuses, is not alone in her desire to rejuvenate her appearance before the festivities. In Indonesia, the lead-up to Eid marks the peak shopping season for consumers, according to Al-Jazeera.com.
During Ramadan last year, skincare and makeup sales surged by 20 percent compared to the pre-festival period, as reported by Indonesian market research firm Compas.
The cumulative sales value of fast-moving consumer goods, encompassing cosmetics along with packaged food and toiletries, reached 57.6 trillion rupiah ($3.6m) in 2023, marking a 1.03 percent increase from the previous year.
This retail frenzy extends beyond Indonesia’s borders. Retail sales across Southeast Asia escalated by 47 percent during the first two weeks of Ramadan last year, according to a report by advertising company Criteo.
Malaysia saw the most substantial individual upsurge at 40 percent, followed by Singapore at 30 percent.
Apparel and accessories sales soared by 30 percent, trailed by food and beverage sales at 23 percent, and health and beauty products at 16 percent, according to Criteo.
Taranjeet Singh, Criteo’s managing director for enterprise for APAC, highlighted the surge in beauty product sales during Ramadan as an opportunity for retailers to diversify their sales strategies.
“Given the diverse economic landscape in Southeast Asia and heightened demand during Ramadan, it is imperative for marketers to refine their strategies to effectively engage their audience,” Singh remarked following the release of the 2023 report.
