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Brief Published: 2 Jun 2016

The Body Shop Taps Into Ramadan

The Body Shop's Countdown to Eid Calendar

British cosmetics and skincare retailer The Body Shop is tapping the Islamic festival period of Ramadan and Eid with a new range of exclusive products and gifts, acknowledging the lucrative niche for religious and festival-led beauty.

The L’Oréal-owned brand is showcasing new products alongside brand favourites repackaged in display-worthy limited-edition packaging inspired by Ramadan, such as its Countdown to Eid Calendar. Following the traditional Christmas advent calendar model, sample-sized products such as hand cream, lip balm or body butter can be accessed each day through small calendar doors. 

In Halal: Beauty Growth Opportunity, we explore how the Halal skincare and colour cosmetics market is set to grow by 50% in the next three years. This confirms the need for beauty brands to look outside of their target market and consider how their products could be adapted to cater to the needs of Muslims and other religious groups. See Ayurveda: Niche Holisticism in Wellbeing: Lifestyle-Driven Beauty for another practice-based beauty direction.

We highlight the exploration of diversity as a key industry driver in our 2016: Look Ahead fashion report. H&M’s use of a hijab-wearing model in one of its campaigns set the bar for brands with progressive inclusivity agendas, and this year, Uniqlo collaborated with Muslim designer Hana Tajima on a modest clothing collection. Keep an eye out for the New Fashion Landscape Industry Trend – publishing in July 2016 – for more on this topic.