Klamby and Wardah Present Support for Quality Shopping Trends at Lazada Mega Sale
Lazada Indonesia has partnered with two local brands, Klamby and Wardah, to present a special Ramadan 2026 collection whilst responding to changing consumer behaviour that increasingly prioritises product quality and utility value. During a LazTalks event on Friday 27 February, Lazada revealed that Ramadan shopping trends have shifted. Consumers are no longer solely focused on discount rates, but also consider product quality and long-term benefits. The fashion and beauty categories have recorded relatively stable sales performance during Ramadan compared to other categories.
As part of the collaboration, Klamby introduced the Nala collection, which has been available since early 2026. The collection features matching family sets inspired by the culture of Central Java and Yogyakarta. Klamby E-Commerce Management Lead I Dewa Ayu Ratih Utami stated that product demand during Ramadan increases compared to other periods.
“For this collection, we are not limited to women only, but also for the whole family. We have eight collections with various motifs, colours, and multilayering,” she said.
The multilayer design approach provides flexibility for consumers to coordinate colours according to their personal character. Meanwhile, Wardah also introduced an approach focused on beauty needs during Ramadan through Lebaran with the campaign “Tenang Kuatkan Langkahmu” (Strengthen Your Steps with Confidence).
ParagonCorp E-Commerce Business Acceleration Lead Meinar Dyan Muslimah noted that the Lebaran moment is often utilised by women to look their best.
“When talking about Ramadan, hydration and dry skin become the focus. So the options are toners and moisturisers. What is trending now are PDRN serums and Wardah Collagen Moisturiser,” explained Meinar.
She also emphasised the importance of sunscreen in skincare routines during Ramadan.
“Don’t forget to always wear sunscreen,” she added.
The Lazada collaboration with Klamby and Wardah forms part of the platform’s strategy to present quality fashion and beauty product options during the 3.3 Ramadan Mega Sale programme. Dewa noted that Klamby has long utilised the Lazada ecosystem, including the LazMall feature, to reach consumers.
“For the Ramadan Mega Sale campaign, we started in February and have already provided many discounts through this campaign,” she said.
Similarly, Meinar stated that Wardah also presented various promotions and product bundling packages, ranging from powder to teenage skincare ranges. The Lazada 3.3 Ramadan Mega Sale programme is scheduled to run from 2 March at 6:00 pm WIB until 6 March 2026.