Besides being celebrated as a festival of worship, dance and rituals, Navratri is gradually turning into a crucial time for India’s beauty and personal care market. From colourful dandiya nights to online portals, the festival is encouraging consumers to try out beauty and skincare solutions and trends related to festive celebrations.
In the festival of Navratri, people dress up in beautiful traditional outfits and participate in dance forms such as Garba and Dandiya Raas. This gives rise to high demand for beauty products such as foundation, waterproof eyeliner, lipstick, kajal and highlighter. People are becoming more and more interested in finding makeup that can last them through the whole night of dancing, keeping their beauty intact.
The social media platform becomes the place to discover people’s festive beauty choices and trends. Many makeup tutorials, hairstyles, skincare and styling tips during the Navratri period become the subject of content from influencers and content creators.
Due to the emergence of e-commerce, shopping during festive seasons has become even more fun and enjoyable since customers can compare prices, get discounts, and shop for various beauty brands. In addition, fast commerce and last-minute ordering make it easy for consumers to prepare for coming festivals.
In response to increasing consumer demands during festivals, various beauty brands are utilizing festivals campaigns, collaborating with influencers, and making available products suitable for their customers. Portable makeup kits, mini beauty products, and long-lasting makeup products are especially useful for those who will attend several parties during the festival.
On the other hand, customers have become more concerned about skincare products and suitable products in general. Such products as light foundation, moisturiser with hydration benefits, sunscreen, and mild makeup remover have been receiving greater attention as consumers try to find a balance between styling and skincare.
Therefore, Navratri can be seen as an example that proves the combination of traditional culture, social media impact, and e-commerce capabilities can foster the creation of beauty brand trends and marketing opportunities. The integration of offline and online activities during the celebration helps link the festival fashion and beauty industry.
