Exclusive interview

Beauty and Fitness part 2: On-the-go make up

Beauty and Fitness part 2: On-the-go make up

As the beauty and fitness partnership is gaining traction amongst active consumers, we continue our conversation with Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care at Mintel to look at why brands are creating make up solutions for the athbeauty sector.

Skin improvement

When market research company, Mintel, asked China’s facial cosmetics buyers their opinion on the relationship between fitness and beauty, it found that 59% of users were prepared to do more exercise in an effort to improve their skin condition.

Creating wellness

Sweat proof make up products have become popular in the cosmetics industry as consumers look for solutions that not only help them maintain their beauty look and minimise reapplication, but that also enable them to understand the impact that exercise has on the skin.

Consumers today want to buy products that support living an active lifestyle, whilst being kind to their skin.

“For those who want to look good while exercising, there are sweat-proof cosmetics in the market that are made of natural ingredients that are both safe and beneficial to the skin, while also providing consumers with a state of mental wellbeing,” said Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care, Mintel.

“To feel good, beauty and personal care brands have released pre- or post-workout products that can aid recovery either through fragrances or different sensorial textures.”

Make up product trends

1. Shouting about benefits

As multifunctional products that provide various benefits are attractive to cosmetic-conscious consumers, brands are utilising the industry collaboration by emphasising the benefits of using active-ready make up.

Designed specifically for active consumers,  waterproof and sweat proof cosmetics support the 24-hour beauty trend, lasting from the morning, through exercise and into the evening.

2. Athleisure Skincare & Makeup

Launched in December 2016, Tarte Cosmetics released a range of cosmetics products including the tinted moisturiser with SPF, illuminated moisturiser, sweat proof mascara and tinted lip balm.

Focused on providing effortless beauty through positioning its brand as “the yoga pants of skincare”, its founder Maureen Kelly strived to present a cosmetics brand that truly reflect women’s attitudes to make up and lifestyle.

3. Packaged up

Choosing useful, effective and practical packaging is a key consideration for many active beauty brands, as they strive to support fitness activities and complement the type of customer they are directly trying to appeal to.

Brands are releasing “right-sized make-up for travel, the gym and life”. Milk Makeup is one such brand that can be applied using fingers rather than specific brushes or sponges, whilst Vibes Vibes Vibes has designed a waterproof bag to contain all the essential beauty purchases to protect during whatever activity.

Additionally, as part of its Barre to Bar Beauty Set, Supergoop! has launched The Defense Refresh Setting Mist, City Sunscreen Serum, Daily Correct CC Cream and Perk-Up Lip + Cheek Treat to provide make up solutions on the go.

4. Sun protection popularity

The active beauty trend first emerged with sun protection ranges to look after the skin and deter the harmful effects of the environment during outdoor sports.

This aspect of the niche segment is still popular in the APAC region as consumers seek items that support skin whitening and protect skin from the environment.

As a result, brands are including this on their packaging claims. Multinational Japanese leader, Kosé, discussed its skin care protection claims from ultraviolet (UV) light for both the face and the body.

“Making waves in the active beauty segment, “Kosé and Estée Lauder are some of the few brands that have contributed to the start of the Active Beauty trend in Asia,” elaborated Kwek.

“Japanese brand Kosé launched the Sports Beauty UV Wear sunscreen range, while American brand Estee Lauder released a Radiant Energy mist that claims to create a post-exercise glow.”

In Asia, these brands are looking to appeal to multiple audiences and so are “not only focusing on active female consumers, there are also a few brands that have launched male grooming products that cater to personal care needs after a fitness or sports session,” stated Kwek.

The final instalment of this article, which will look at the second key aspect of this trend: encouraging physical wellbeing, will be published on 7th March 2017.

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