As consumers around the world are continually being encouraged to exercise their bodies as well as their brains, beauty brands are formulating products to help them in their quest for health and fitness.
Global consumers are increasingly seeking out ways to achieve physical, mental and emotional balance in pursuit of healthy living. In 2017 and beyond, beauty brands are expertly positioned to support healthy lifestyles with products formulated to meet the specific needs of active consumers.
Health and fitness is big business. According to Mintel research, the US health and fitness club industry is worth almost £25 billion, while in the UK the private health and fitness club market continues to grow and was just shy of the £3 billion barrier in 2015. As this market grows, so too do opportunities for companies and brands to launch beauty and personal care products designed to meet the unique needs of active consumers.
Across Europe, consumer interest in this type of exercise-aligned beauty product innovation is high. Over half of Italian consumers say they are interested in body care products that enhance and prolong the effects of exercise, while 46% of Spanish say they would be interested in fragrances that make them work out harder and 43% of French women say they would be interested in makeup that stays in place during exercise
Additionally, Mintel research shows that consumers equate physical fitness with skin condition. For example, three in five Chinese facial skin care users are prepared to do more exercise to improve their skin while three in ten UK gym-goers use their club’s spa facilities, offering potential for products that help them get the most out of their work out.
As wellness is increasingly talked about as an integral part of daily life from a physical and emotional standpoint. Beauty products can align themselves with this interest in fitness by offering products that prepare consumers for physical and mental activities. Expanding protection claims, such as shielding the hair and skin from exposure to pollution, UV and IR light, as well as the HEVL that is used in gyms, is key to meeting active consumers’ demands for functional and multitasking products. Companies can gain a competitive edge by using ergonomic, rubberised packaging that stays pristine in any handbag or gym bag.
Brands looking to capitalise on the ‘Active Beauty’ trend should consider their product benefits, such as sweat protection and cooling properties, and ensure messaging clearly conveys why and how ‘athbeauty’ products stand out from the normal portfolio.
Patricks, M3 Hair Product Matte Finish Strong Hold, UK
This hair styling product claims to be scientifically engineered to resist water and sweat up to 300 m during exercise and water sports, using scientifically engineered technology that claims to target hair loss, hair growth, scalp health and UV protection. Additionally, the packaging is designed to be efficient, safe in every bag, fit in the palm and help avoid grip slip.
Sweat Cosmetics, Mineral Powder SPF 30, US
Developed by professional and Olympic female athletes, Sweat Cosmetics Mineral Powder SPF 30 is a refill of the Twist-brush said to be developed to prevent sunburn. Water- and sweat-resistant, the lightweight mineral powder offers a breathable formula with natural ingredients plus vitamin E, milk thistle and Rhodiola rosea.
Blur Stick, Milk Makeup, US
Milk Makeup is designed to be thrown in a bag and applied with the fingers, doing away with brushes and sponges. Available as part of the range is Blur Stick, described as a universal face filter which minimises the appearance of pores and fine lines to create a smooth, matte finish on all skin tones. The silicone-free, oil-free, and noncomedogenic formula is said to not clog pores allowing skin to breathe.
Leave-In, Pink Cheeks Anti Shock, Brazil
Brazilian beauty company Pink Cheeks have introduced products for runners and swimmers, to protect their hair before and after their activities. This hair treatment is said to protect hair from tangling before and after work outs, and protect it from sun, sweat, chlorine and salt, while leaving it moisturised and restored.
What is next?
Looking ahead, we will see more brands driving the ‘Active Beauty’ trend by launching new and innovative products. Expect to see brands playing with temperature and encapsulation to create products that melt into the skin as it heats up, and forming a hydrating, nourishing barrier as it cools. Water-activated powders, balms and lotions also present opportunities for new product development.
We will also see beauty brands partner with DNA analysis providers to help consumers determine which fitness regimes work best for them. They can then use this information to devise personalised beauty programmes with products that touch every part of the grooming routine. Finally, there will be exercise clothing that sends data such as skin temperature and hydration levels to apps, with instructions about the appropriate products to release into the skin at any given time. To download your free copy of Mintel’s Active Beauty trend report, visit www.mintel.com/active-beauty-trend
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