Roshida Khanom is Director of Magnificence & Private Care Insights, EMEA.
This weekend sees the beginning of the Islamic holy month of Ramadan, with Muslims all over the world getting ready to participate. Manufacturers may help assist Muslim customers throughout this era and on the finish of Ramadan with the competition of Eid in a delicate manner, whereas being conscious of the challenges.
Think about how self-care can complement spirituality
Spirituality is the main target of Ramadan for Muslims, and manufacturers can think about how Magnificence and Private Care merchandise can use self-care to enhance spirituality. Look gained’t be an enormous motivation for Muslims throughout Ramadan after they aren’t going out as a lot, nevertheless merchandise that may assist them elevate the house setting might attraction in addition to campaigns that remind them to deal with themselves. Fasting can wreak havoc on pores and skin/lips and so hydrating merchandise will attraction, in addition to easy-to-use magnificence merchandise for the busy days of Ramadan. Unscented/flavoured merchandise can even assist – as you don’t wish to by accident style your flavoured lip balm whenever you’re fasting!
Supply: Mintel GNPD. We Are Paradoxx’s Thoughts Blown Hair + Physique Remedy Candle claims to be a conditioning, restorative remedy for dry pores and skin and hair in addition to having a relaxing, spa-like scent.
Watch out of the consumerism mindset
Ramadan and Eid are each very religious events, and Ramadan is taken into account a time the place Muslims nearly retreat from all of the ‘worldly’ distractions and deal with their religious betterment. A facet of that’s rejecting consumerism, and so a marketing campaign that encourages Muslim customers to purchase one thing is actually going in opposition to the essence of what Ramadan stands for. Entrepreneurs would do effectively to grasp the importance behind this time of yr, and promote these issues which might be necessary to Muslim customers.
Supply: Morrisons. Magnificence manufacturers can be taught classes from supermarkets, reminiscent of Morrisons Ramadan necessities meals packing containers.
Magnificence and private care manufacturers can be taught from the supermarkets within the UK, who’ve come to do that very well in recent times, notably in areas with excessive Muslim populations. For instance, via Ramadan reductions/provides on meals/drink that Muslims fill up on, in addition to collaborations with meals influencers to advertise recipes.
Align with the giving spirit of Ramadan
We all know that aware consumerism is on the rise and through Ramadan, Muslims are inspired to provide via acts of charity. Manufacturers can faucet into this and launch Ramadan-themed charitable initiatives, or donate to causes which might be necessary to Muslim communities. This yr Asda has introduced donating £100k to FareShare to assist Muslim charities and neighborhood teams throughout the nation.
Supply: Asda. Asda has introduced that in Ramadan will probably be donating hundreds of kilos to FareShare to assist Muslim charities and neighborhood teams throughout the nation.
Sustainability can also be a subject that will likely be related for Muslims right now, notably as meals waste is one thing they’ve grow to be extra aware of. Giving to sustainability causes, in addition to recommendation on sustainable dwelling will resonate.
Have fun Eid with Muslims
Eid is the event the place Muslims are inspired to look their finest, and after a month of fasting, it’s additionally a really massive social event. ‘Get Prepared for Eid’ campaigns will resonate with Muslims, and wonder/trend collaborations are more likely to attraction as many Muslims purchase new garments forward of Eid. Gifting can also be an enormous alternative, and so Eid themed packaging in addition to reward units will attraction.
Supply: Harrods. Huda Magnificence has curated a Ramadan Introduction Calendar.
Muslims aren’t a monolith
It’s necessary for manufacturers to grasp that Muslims aren’t a homogenous group. In 2018, for instance, MAC Cosmetics posted a tutorial on its Instagram titled ‘Get Prepared for Suhoor’ geared toward Muslim customers glamming themselves for the pre-dawn meal throughout Ramadan.
The marketing campaign was mocked within the West, and plenty of Muslim nations within the East, as pre-dawn will not be solely the final event most individuals wish to put on make-up, however the time of Suhoor can also be a major time throughout the day of fasting the place many Muslims deal with their spirituality. Nonetheless, the marketing campaign was geared toward Center Jap customers, and in that area it’s rather more frequent to decorate up for suhoor in contrast with different areas.
Supply: Twitter. Whereas some folks criticised MAC’s Suhoor, others like this tweeter defined the regional attitudes.
There’s a notion that Muslims the world over all behave and assume in precisely the identical manner, however there are lots of cultural and geographic nuances that need to be thought-about.
To learn Roshida’s commentary in Cosmetics Enterprise, please click on right here.
