Ramadan not only brings blessing for the fasting majority but it also brings an opportunity for entrepreneurs to theme their products around the symbols associated with the holy month – Arabia and dates, in particular. The pattern has been caught on by beauty parlours who have offered special ‘Ramadan’ packages this year tempting consumers to beautify themselves in line with the themes of the holy month.
A number of beauty salons have packed their packages by offering consumers a tryst with Islamic and Arab cultures. The packages include facials, non-surgical facelifts, manicures, pedicures and other beautification techniques. Ramadan deals for Iftaar, Sehri and fast moving consumer goods (FMCGs) have already been popular for last several years but the phenomenon of beauty packages has gripped the city recently. Customers are expected to utilise these packages before Chaand Raat and Eid when women – and increasingly men – are expected to be at their brightest and most beautiful. With evolving media trends nourishing a beauty conscious male class, the business of male beauty clinics is also on swing.
Various male beauty salons have mushroomed in the city, offering all sorts or beauty treatments and special packages including Ramadan deals. Following the Ramadan theme, parlours are using dates and other herbal recipes for beautification to tempt the consumers. Salons promoting herbal treatment claim that dates aid in cell regeneration and increase blood circulation whereas honey is also extensively used to nourish the skin. Popular saloon Depilex found an unorthodox way to magnetise customers by offering two distinct Ramadan packages namely Princess of Arabia and Queen of Arabia.
Almond-honey herbal facial, Indus clay manicure, pedicure and threading are offered in the Princess of Arabia package. A Depilex advertisement says: “Discover the beauty secrets from the golden ages of Arabia, exclusively at Depilex.” Depilex is also promoting the package in an interesting way through Facebook. The saloon’s Facebook page asks the fans to tag the Princess of Arabia’s advertisement in their album and send a screenshot to [email protected]. The person with the highest number of tags would win the package. Another beauty saloon in the provincial capital, Toni & Guy is offering a Rs 5,000 special Ramadan discount on CACI, or, non-surgical facelift treatment.
The saloon claims it also caters to Hollywood celebrities. A saloon official told Pakistan Today that their package usually cost Rs 30,000, however, with the exclusive Ramadan offer, customers would be able to avail deals for Rs 25,000. The same saloon is also offering manicure and pedicure at a discounted rate of Rs 2,500 during Ramadan. Beautyways Men’s saloon at Naqsha Stop is also offering distinct packages until the 20th of Ramadan such as a deal offering a free-facial with a hair polish. Saloon managers claim that Ramadan packages increase their sales. “People come in lots – friends, sisters and cousins – to avail the deals. We end up making money and they get themselves beautified at discounted rates,” said a manager.
Some citizens take the Ramadan beauty packages as interesting promotion deals whereas others complain that they do not tie into the spirit of the holy month. Citizens also claimed that the trend to go to expensive beauty parlours was merely a lavish expense – than could be avoided in a month that encourages simplicity. These citizens continued to argue that it would be better to help the needy that treat yourself to an expensive beauty treatment. Ahmad Umer, a regular customer of beauty salons said: “Packages are just frauds. Salons exploit the customers before Eid by advertising rigorously and then double prices after Ramadan.”
A student Sameed Akhter said it was a positive step by the salons as most people in Pakistan could not afford expensive treatments near Eid and this was the best opportunity for them.
