Category
Fashion
Scaled Restraint
Trend cluster
Category
Post-Workout
Care
Post-exercise hair care products appeal for their ease and portability.
4.1
Trend score
Trend
What is the Post-Workout Care trend?
Post-Workout Care: Brands in the hair care industry are increasingly focused on niche benefits or targeting, and are now offering post-workout hair care products. Whether to give the appearance of clean hair or to moisturize and protect it, these products are marketed specifically for those who live active lifestyles.
Insight
The consumer insight behind the Post-Workout Care trend
Today's consumers are increasingly prioritizing their physical fitness due to their increased awareness on the subject, and they're having to balance this priority with their professional and personal responsibilities. Products and services that are able to make fitness more convenient–for example, by easing the transition from exercising to the next step in customers' routines–are alluring to consumers because they acknowledge and provide solutions for their busy schedules.
Trend themes
Themes within the Post-Workout Care trend
Three behaviours holding the trend together01
Post-workout hair care products
Brands are increasingly creating hair care products that are specifically marketed for people who lead active lifestyles, providing solutions to consumers' busy schedules.
02
Convenience-focused fitness products
Consumers are placing a higher priority on fitness, and products and services that make fitness more convenient are alluring to them.
03
Ath-beauty solutions
Skincare and haircare product lines are being categorized as ath-beauty, targeting consumers looking for gym bag-friendly solutions.
Industry implications
What the Post-Workout Care trend means for industry
Where the trend changes the playbookFor
Hair care industry
Companies in the hair care industry are focused on creating products that are specifically marketed for people with active lifestyles.
For
Fitness industry
The fitness industry is seeing a rise in convenient products and services that cater to people with busy schedules.
For
Beauty industry
The beauty industry is expanding its offerings to include ath-beauty solutions and gym bag-friendly products.
Workshop question
How could your brand prioritize convenience for its customers?
Trend signals
Trend signals for Post-Workout Care
Trend score 4.1 out of 10, from popularity 70%, activity 44%, freshness 9%.
Popularity70%
Activity44%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Post-Workout Care trend
4 featured examples from Nov 20, 2018 to Feb 28, 2020CategoryFashion
Heat-Activated Hair Conditioners
Yuni Beauty's Leave-In Treatment Mist Pairs Well with Yoga
Products that cater to the needs of customers who lead an active lifestyle, through innovative and convenient no-rinse conditioning solutions.
CategoryFashion
Invisible Hair Masks
The Restless Circle is a Versatile Deep Conditioning Treatment
The Restless Circle hair mask caters to the beauty and personal care industry, specifically targeting consumers seeking versatile and convenient hair treatments.
CategoryFashion
Gym-Friendly Personal Care Collections
'Wet n Wild Pump' is an "Ath-Beauty" Line for Workouts
Disruptive innovation opportunity: Innovate within the personal care industry to cater to the needs of fitness enthusiasts.
CategoryFashion
Post-Workout Hair Mists
Bumble and bumble's Dry Shampoo Mist Refreshes & Deodorizes Sweaty Hair
The beauty industry can leverage dual-phase formulas to create versatile and efficient products that cater to consumers' busy lifestyles.
