Athleisure and beauty: how to tap into the trend

In this second part of a two-part interview, we caught up with Lia Neophytou, an Associate Analyst with market research firm GlobalData.

Neophytou will be speaking on ‘Athleisure: blurring boundaries in fashion, fitness, and beauty​’ at the Marketing Trends Theatre on Wednesday, 18th April at 15.15 – 16.00 at in-cosmetics Global​ in Amsterdam.

What are the latest shifts and innovations that have been seen in this space?​

The athleisure trend in the personal care sector is not entirely unprecedented, as waterproof cosmetic products and non-comedogenic formulations have existed for quite some time within the market.

However, its current momentum is largely being driven by industry players that are displaying meticulous attention to the specific needs of the active consumer during every aspect of their workout routine.

Clinique, for example, recently launched its ‘CliniqueFIT’ range, leveraging its expertise in the skincare market to distinctly cater toward the functional beauty needs of the active consumer.

The range not only includes a SPF 40 foundation, a fade-resistant lip and cheek flush, and a humidity resistant mascara, but it also considers the needs of consumers mid- and post-workout.

A hydrating face and body mist, and both a post-workout moisturiser and post-workout cleansing wipes are available, demonstrating the attention to detail that Clinique has awarded to the range.

This example signals that while athleisure beauty may be perceived as a short-lived trend, products that closely align with consumer lifestyles, meet the needs of new occasions, and provide efficacy have the potential to attract and to maintain consumer interest.

What, if any, are your top tips for industry professionals looking to maximise on the potential of the athleisure trend?​

Beauty brands looking to maximise the potential of the athleisure trend can explore the realm of activity-specific products.

For example, differentiating between indoor and outdoor exercise activity offers an opportunity for more nuanced fitness solutions.

Looking beyond the millennial demographic is also integral to success, given that over two thirds (69%) of Generation X consumers (born 1966-1980), and 64% of Baby Boomers (born 1946-1965) exercise at least once per week or more, according to GlobalData’s 2017 primary consumer research.

Ensuring that marketing communication resonates beyond the millennial demographic will broaden the audience of the athleisure trend and ensure its longevity.