For a few years now, the worlds of fashion, beauty and fitness have been colliding, as seen with the rise of athleisure and even athletically inspired cosmetic products—now, PUMA and Maybelline are introducing their first-ever limited-edition collection.
Naturally, the PUMA x Maybelline special-edition collection is being introduced as a range of high-performance makeup products that specifically target the needs of Gen Z and Millennial consumers. As Trisha Ayyagari, Deputy General Manager of Maybelline New York, describes: "Our young consumer today prioritizes an active lifestyle whether it be career, fitness or personally. She's always on the go, never settles and needs high-performance products that keep up with her grind."
Some of the items in the 12-piece makeup range include a smudge-proof mascara and a Super Stay Matte Ink long-wear lip color in limited-edition shades. For the face of the campaign, the collaborators selected Maybelline spokesmodel and PUMA ambassador Adriana Lima.