Inspired by the prevalence of active lifestyles and athleisure fashion, beauty brands are creating cosmetics that are compatible with athletic pursuits—CoverGirl recently invented a new version of its best-selling Lash Blast mascara called the Lash Blast Active mascara.
While consumers are used to seeing waterproof mascara formulas, this updated mascara product boasts sweat-proof, smudge-proof and clump-proof properties. Additionally, the mascara is said to be able to provide up to 24 hours of wear, which is ideal for those who are committed to a life on the go and want to minimize touch-ups between the gym, the office or any evening events that may follow a day of work.
The CoverGirl Lash Blast Active mascara is offered in a four-shade range that includes Black Brown, Black, Very Black and Extreme Black options.
What's Driving This Trend
- Active Lifestyle Cosmetics
- The rise of active lifestyles has created a demand for cosmetics that are sweat-proof, smudge-proof, and long-lasting.
- Athleisure Beauty
- The intersection of fashion and fitness has paved the way for beauty products that can withstand rigorous physical activity.
- Extended Wear Products
- Consumers are seeking cosmetics that provide all-day wear, reducing the need for frequent touch-ups.
Who This Affects Most
- Cosmetics
- Cosmetics companies can capitalize on the active lifestyles trend by developing sweat-proof and long-lasting makeup products.
- Fashion
- The athleisure trend presents an opportunity for fashion brands to collaborate with beauty brands and create workout-friendly makeup lines.
- Fitness
- Fitness companies can explore partnerships with cosmetics brands to offer branded beauty products that cater to active individuals.
