18 ANALYSIS Active Beauty gets a workout n Vivienne Rudd – Mintel, UK
Mintel has been at the forefront of predicting the trends that matter most, calling them early and accurately, over the last 15 years. Since we unveiled the Active Beauty Trend at the end of 2016, it has gone from strength to strength.
On your marks
In mid-2015, an intriguing story came out of Japan. Women had taken up running in great numbers and wanted to look their best for mid-race selfies. So they were swapping tips about which make-up products would stay in place throughout the race. Chacott, a long standing brand of apparel and cosmetics for dancers, received lots of mentions – and saw its sales soar as a result.
That caught the attention of Mintel’s beauty team as it resonated with the booming athleisure clothing trend, the emergence of facial fitness brands Face Gym and Face Love Fitness, and some early warning signals from the make-up and skin care categories. We watched carefully, gathering more examples and more ideas for future NPD, and at the end of 2016 we launched the Active Beauty trend. Active Beauty looks at the beauty
industry’s efforts to help consumers get the most out of their fitness routines, with
PERSONAL CARE ASIA PACIFIC
products that help them before, during and after exercise. These may be as simple as sweat-resistant formulations or as complex as sportswear that monitors and responds to muscle and skin changes. The trend also forecast the entry of fitness chains into the beauty space and the development of beauty fitness communities, inspired by the likes of Cross Training. We knew we got it right straight away. The Active Beauty trend immediately resonated with many of our clients and was enthusiastically picked up by the press. We have continued to develop the trend, and have been delighted to see many of our predictions transform from blue sky thinking into commercial reality.
Get set Today’s Active Beauty products are, for the most part, colour cosmetics and facial skin care products designed to keep the face looking fresh and even-toned, no matter how hard the workout. These operate at a number of different price points, from mass market e.l.f. to premium brands Clinique and Dior.
A number of brands have moved on
preventing heat and moisture-related discomfort to products activated by heat and moisture, just as we forecast. In fact,
when we asked European consumers if they would be interested in such products, the answer was an enthusiastic yes. Sweatwellth has an entire collection of
body care and wash products featuring encapsulated actives which are released over time when triggered by sweat, heat or motion. These actives are selected to protect, help repair, refresh, cool and replenish essential electrolytes. The collection includes two anti-chafe products: Awesome Chalk to improve grip and prevent chafing and blisters, and Friction-Free to cool and repair damage caused by chafing. Face Gym launched its own reactive
products in March 2019. The company has gradually transformed itself from a salon and retailer of third party brands to an Active Beauty brand in its own right. Founder Inge says this will be the first skin care range triggered by exercise. “As a mother of two under four, I have a small window of time to dedicate to myself. I didn’t want to sacrifice a facial for a workout or vice versa, so I created something which targeted both at once.” This is confirmation that Active Beauty has moved far beyond simply using the language of fitness to sell products. Sportsmen are now getting involved with developing (and funding) Active Beauty
September 2019
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