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Consumers’ hyper-concentration on all things health-related has spawned a wealth of recent product launches aimed at the post-pandemic Wellness Seeker. Now, beauty brands are taking to the gym and creating a new space for cosmetics and skincare products that address the physiological shifts experienced before, during and after workouts.
Pushing beyond performance
We’ve seen brands successfully tap the workout market before, with targeted makeup products primed to withstand intense performance (see, CliniqueFIT launched in 2017 and Tarte’s 2016 line ) but the latest iteration of gym beauty involves a more holistic approach. Where previously brands have focused on gym-proof makeup, today’s consumer is not solely concerned with maintaining their glow on the treadmill. Consumers are looking for products that continue working well after their workout has ended, addressing their post-exercise skincare needs, actively smoothing, soothing and tightening, and enhancing their overall gym experience.
This month Revolution unveiled its new GYM line - a collection of products (including workout accessories) that are formulated not just to hold up to exercise but to actively address workout-specific skincare needs. Featuring products that respectively cool, relieve, tighten and firm the skin, the range also includes a metal Gua Sha and face roller to lift and sculpt, taking the body-boosting narrative one step further.
A new space for self-care
In light of the post-Covid wellness surge, Revolution has spotted an opportunity to connect with consumers through the introduction of new self-care rituals centred around the workout experience. Shifting the emphasis away from pure endurance makeup to consider broader gym-related beauty needs from a wellness perspective, Revolution is carving out new territory.
It joins other brands that are leveraging the demand for more holistic care, such as the UK brand Face Gym which builds on the idea of “facial fitness”, providing a workout for the face through the use of multiple tools inspired by the kind of equipment usually found in the yoga studio. Face Gym has successfully developed a narrative of aesthetic care in a sport-inspired environment. In the US, the upsurge of wellness athleisure has seen leading brands including Lululemon and Alo Yoga expand beyond yoga pants into beauty lines. These brands are transitioning from their focus on “studio-to-street” fashion, and are moving towards the for “studio-to-beauty” expansions. Deeply rooted in mindfulness and wellbeing, such products will be sure to interest beauty buyers in their quest for self-optimising, self-care brands.
THE CIC TAKE:
To tap this emerging sector, brands must go beyond performance-proof cosmetics and consider the wider wellness opportunity that lies in developing pre-and-post workout products, tapping the growing demand for whole body and mind care. Embrace fitness semantics to engage health-focused beauty buyers who will take every opportunity to optimise their wellbeing.