There are thousands of waterproof eye makeup products to choose from across the world, especially mascara, but Eyeko is setting itself apart as a producer of 'Sport Waterproof Mascara.'
The product is branded with sports references like "bat your lashes" and "#lashgoals," promising that the waterproof mascara has the potential to create a "winning look." Rather than showing off the product on a model's face, the brand's product page includes icons of figures engaged in different spots like basketball, bicycling and swimming.
The rise of athleisure fashion has also created an opening in the market for gym-friendly makeup that is tough enough to keep up with one's active lifestyle. This particular product boasts 24-hour wear, a Thixotropical gel formula to repel water, as well as collagen and fruit extracts to protect and condition the lashes.
Athletic Mascara Marketing
Eyeko's Waterproof Eye Makeup is Branded as a "Sport" Mascara
Trend Themes
1. Sport Mascara - Creating waterproof mascara branded as 'sport' provides a unique product offering to consumers with active lifestyles.
2. Athleisure Makeup - The rise of athleisure fashion creates an opportunity for makeup brands to create gym-friendly and waterproof products.
3. Long-lasting Lashes - Developing mascara with 24-hour wear and protective ingredients like collagen and fruit extracts appeals to consumers looking for value and convenience.
Industry Implications
1. Beauty - Exploring waterproof, gym-friendly makeup products opens up opportunities for beauty brands to tap into the fitness market.
2. Athletic Apparel - Collaborating with beauty brands to create gym-friendly makeup products could be an innovative way for athletic apparel companies to expand their product lines.
3. Sports Marketing - Creating a marketing campaign that emphasizes the benefits of using sport mascara can create opportunities for companies to tap into the growing fitness industry.