Athleisure is fast becoming the hottest beauty trend around.
I was lucky enough to attend an amazing presentation on the subject at InCos Global 2018 by Lia Neophytou an Associate Analyst at Global Data. And today in my blog I want to take you inside the trend and show you exactly what it’s all about and the exciting direction it’s heading in.
What exactly is athleisure?
Athleisure is a blurring of the lines between what we used to see as going to the gym and exercise and what we did in our spare time to relax. The trend begun in the fashion industry and has swiftly overflowed into beauty.
Think sweat proof, gym ready, exercise compatible and functional.
The trend is largely driven by the Millenials who see the gym and exercise as a social hang out. Somewhere to meet friends, work out, meet potential partners and drink bright green smoothies.
#gymselfie is all over Instagram and having a healthy gym glow for all the piccies is essential.
Which brands are already taking over the athleisure space?
If you are looking for examples of brands rocking the athleisure niche check out ClinqueFit whose mantra ‘Life is a marathon look good running it’ encapsulates the whole athleisure vibe.
Biotherm combine beauty, health and fitness in a lifestyle brand with the #livemore. Their website is an online shop but also showcases an outstanding blog offering advice on everything from healthy diets to great abs to perfecting yoga poses. And did I mention they have David Beckham as an ambassador.
What does athleisure beauty look like?
The niche is made up of 3 main areas;
Beautifying fitness – sweat proof make up that keeps you looking good throughout your workout and always ready for that selfie
Functional beauty – spf protection, anti-pollution skincare, deodorants, dry, chapped skin nourishment
Kits – off the shelf kits that provide everything a discerning Millennial needs when they go to the gym
What are the current innovations?
The niche is ripe for innovation, new ideas that have recently burst onto the scene are skincare containing cool down formulations that relax and revive. Muscle warming serums to comfort tired limbs and shower sheets for washing on the go.
Where is the trend going next?
Lia predicted that the future of athleisure is strong and vibrant. We can expect to see climate specific beauty, tech that allows us to track skin sun exposure and hydration; collaborations with sports nutrition and the development of subscription services.
Athleisure is a trend on the up and if your target market is the #gymselfie generation then it’s an area you might like to consider adding to your product range.
What do you think about the athleisure trend? Flash in the pan or here to stay?
If you’d like to know more about the trends sweeping through the beauty market then you may like these other blogs I have written.
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