Sweat-proof makeup has been around for a while, but savvy companies are rebranding it as “athleisure” for a slice of the health-conscious Millennial market pie.
Socialising at the gym or straight after exercising is the norm for the selfie-obsessed Millennial generation. And while the emphasis on active lifestyles continues to grow, clever cosmetic companies are jumping on the trend, creating a new line of sweat-proof cosmetics, and marketing them as “athleisure” – workout-specific makeup.
Millennials exercise more, eat healthier and smoke less than their parents’ and grandparents’ generations. In fact, going to the yoga studio or gym are becoming places to socialise.
If they aren’t socialising while working out, they are meetings friends for coffee, brunch or a cocktail straight after a class. So it’s only natural they want to look their best both during and after exercise.
And, with money to burn they are demanding makeup that is:
However, it’s not just the selfie-ready Millennials that are demanding makeup that can stand up to a sweat-soaked spin class.
Some athletes feel their confidence is given a boost when wearing a little makeup, which results in a better performance on the field/court/track.
While women who power through the day going from one appointment to the next want to enhance their appearance with a minimal makeup look. And they want it to look as good at the end of the day as it did after first application.
If you are looking to expand into new markets or simply find another way to upsell your athletic-appropriate cosmetic lines, smart marketing may be the key.
Athleisure products include mineral foundations, mascaras, hydrating lip balms, highlighters, bronzers, cheek tint, brow gel, and tinted moisturisers with SPF.
Image courtesy of wisegeek.com