While there have always been magazines that call attention to "gym beauty essentials," brands are now marketing their products with an emphasis on athletic activities.
Supergoop! is a perfect example of this, as it launched a 'Barre to Bar Beauty Set' that includes cosmetics to keep one's skin adequately prepared for a day of activities with a refreshing setting mist, a sunscreen serum, a correcting CC cream and a lip-to-cheek tint.
The introduction of althleisure apparel significantly changed not just the way that people dress in casual attire, but the way they work out as well. Now, going to the gym or a studio class is a social event that is often followed by brunch, or as the name of this kit suggests, a visit to the bar. This means that consumers are now looking for lightweight, high-performance cosmetics that can easily transition to different facets of an active lifestyle.
Key Themes Behind This Trend
- Athleisure Beauty
- The rise of athleisure apparel has created a demand for lightweight, long-lasting cosmetics that can easily transition from workouts to social events.
- Multi-functional Beauty
- Consumers are seeking cosmetics that have multiple uses, such as a lip-to-cheek tint, to streamline their beauty routines.
- Activity-specific Beauty
- Brands are developing beauty sets specifically tailored for different athletic activities, offering products that keep the skin adequately prepared for workouts.
Where This Applies
- Cosmetics
- The cosmetics industry has an opportunity to innovate by creating lightweight, high-performance products that cater to the needs and lifestyle of athleisure enthusiasts.
- Fashion
- The rise of athleisure has disrupted the fashion industry, creating a market for apparel that seamlessly combines style and performance for active individuals.
- Health and Wellness
- The health and wellness industry can explore the development of beauty products that complement and enhance the benefits of various physical activities.
