What’s next for the ‘athbeauty’ trend?

With the Paris Olympics casting a spotlight on sports, beauty brands are seizing the opportunity by forging partnerships with female athletes. First explored in Mintel’s 2017 BPC Trend Active Beauty, brands can cater to the growing number of active consumers by offering “athbeauty” products, designed to be used before, during and after workouts.

The term ‘Athbeauty’ essentially looks at the intersection of athletics and beauty. Brands like K18 and Olay, are leveraging this trend and the excitement of the Olympics by partnering with USA gold medalist Simone Biles and former USA gymnast Laurie Hernadez.

But how can BPC brands keep the momentum going after the Olympics? Below are three key ways brands can continue to leverage the ‘athbeauty’ trend.

1. Educate consumers on how movement can improve skin’s appearance

Mintel research shows that in Japan, 35% of women who exercise or manage their health are motivated to do so to enhance their beauty (eg skin quality improvement). Engaging in regular exercise is an effective method for lowering levels of cortisol, the stress hormone, as it enhances the production of endorphins, often referred to as the “happy hormones.” This elevation in mood, fostered by consistent physical activity, can help alleviate stress-induced skin and scalp conditions. 

In addition to body movement, brands can demonstrate how exercising facial muscles has the potential to offer appearance-related benefits. Facial yoga, for example, is an ancient practice that is said to have originated in India. Almora Botanica, a luxury, natural sustainable Ayurvedic skincare brand opened a face yoga pop-up up at British retailer John Bell & Croyden. Visitors had access to expert-led 20-minute face yoga sessions and the brand’s premium high-performance skincare range.

In 2022, BLT Aesthetics launched EmFace, a facial treatment device that uses Synchronized Radiofrequency and HIFES™ facial muscle stimulation to lift and tone the face.

2. Offer products suitable for extremes

Active beauty products designed for athletes must deliver exceptional performance, ensuring they remain effective and undisturbed under rigorous conditions, including sweat, facial redness, and friction or movement experienced during intense physical activity.

Brands can build upon efficacy perceptions by using plant-based extremophiles, such as ectoin, which are known to adapt and survive in environments that are normally uninhabitable due to harsh conditions.

Underscore product efficacy and tell a compelling brand story by underscoring how the strength and resiliency of extremophiles mirror athletes – who thrive under challenging circumstances.

3. Develop solutions that aid in performance and recovery

Mintel research shows that 14% of UK consumers who tend to use hand, body or foot care products are interested in seeing more of them designed for post-exercise use.

Brands should become a partners in consumers’ exercise routines by offering holistic solutions that help boost energy, build muscle, improve circulation and soothe muscles after workouts.

For example, Lohilo Beauty Lover Elderflower Lemon Energy Drink is a sports drink with beauty benefits that include collagen and hyaluronic acid containing 105mg of caffeine and 5,000mg of collagen.

Victoria Beauty Bamboo Foot Patches are ideal for those spending long periods of time on their feet and are said to absorb excess moisture, tone and refresh skin, detox tired feet and recover skin comfort.

Skin Wrkout offers unisex skincare for athletes, fitness/gym gurus, and everyone. The Pre-Wrkout range helps prevent skin from damage caused by the workout, and the Post-Wrkout range protects skin from the potential stresses and damages of workouts and nurtures for optimal results.

For more insights on active beauty and The Future of Body, Hand and Footcare, please contact us today. If you are a client, log in here to view the full insight.