# Athletic Mascara Marketing Eyeko's Waterproof Eye Makeup is Branded as a "Sport" Mascara By Laura McQuarrie | Published 2017-02-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/waterproof-eye-makeup References: [refinery29](http://www.refinery29.com/2017/01/134957/athleisure-beauty-products-work-out) & [eyeko](http://www.eyeko.com/eyeko-sport-waterproof-mascara) 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](https://www.trendhunter.com/trends/oceanly-lash-serum-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](https://www.trendhunter.com/trends/staud-sport-1) has also created an opening in the market for [gym-friendly makeup](https://www.trendhunter.com/trends/gymcare-kit) 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. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 30% | Activity: 77% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### Why This Trend Is Growing - **Sport Mascara:** Creating waterproof mascara branded as 'sport' provides a unique product offering to consumers with active lifestyles. - **Athleisure Makeup:** The rise of athleisure fashion creates an opportunity for makeup brands to create gym-friendly and waterproof products. - **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. ### Industries Being Reshaped - **Beauty:** Exploring waterproof, gym-friendly makeup products opens up opportunities for beauty brands to tap into the fitness market. - **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. - **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. ## Related on Trend Hunter - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md) - [Luxurious Sweat-Resistant Mascaras](https://www.trendhunter.com/trends/ysl-lash-latex-mascara.md) - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [Beauty Brand-Sponsored Sports Events](https://www.trendhunter.com/trends/official-beauty-partner.md) - [High-Performance Beauty Lines](https://www.trendhunter.com/trends/varsity-beauty.md) - [Selfie Trampoline Pop-Ups](https://www.trendhunter.com/trends/club-bounce.md) - [Athlete-Starring Cosmetic Campaigns](https://www.trendhunter.com/trends/glossier-5.md) - [Olympian-Approved Makeup Products](https://www.trendhunter.com/trends/loral-paris-cosmetics.md) - [Sweat-Activated Dry Shampoos](https://www.trendhunter.com/trends/sweat-activated-dry-shampoo.md)