LIFESTYLE COSMETICS 143


Formulation concepts for active people


 Martina Heldermann – KahlWax, Germany


Bespoke, personalised beauty products are set to be one of the biggest trends, as skin care, makeup and fragrance brands increasingly put the individual at the heart of what they do. While beauty trends of the past tended to focus on one prescribed look, the new approach is the consumer taking a bigger role in the products that make up their beauty routines – in a shift that neatly mirrors the industry’s recent move towards greater diversity. There is especially a bigger variety in beauty products which are designed for a target group that is seeking niche products that exactly meet their requirements. Targeting consumers with active lifestyles and busy schedules – here comes the athleisure beauty movement! The momentum for sweat-proof, gym-ready, exercise-compatible beauty continues to grow, but the question might come up: what does athleisure beauty exactly mean and why is it different to existing products?


April 2019


In terms of makeup, athleisure beauty


products seem to have different aspects. First, there are the products that claim to be sweat-proof and stay-in-place so the user can undergo an entire spin class and leave with intact makeup. The second aspect is “natural” and “non-toxic”. There are beauty brands that claim their products to be less damaging to skin while exercising. The third aspect is about the products inspired by the society’s increased focus on activity, fitness and sport. Therefore there is an opportunity to combine the different aspects and translate that concept of all- day active wear in the beauty category, creating high-performance products that achieve an effortless, natural look and are safe to use under every condition. But athleisure beauty is not only about colour cosmetics. For active people transfer resistance and long lasting performance are also important when it comes to other


personal care products. This counts for hair but also for body care products such as sunscreens or deodorants. It is essential that such a product has to continue to perform even under extreme conditions. Therefore the formulation has to be designed differently. There are several ways to achieve a product staying in place but the challenge is to create a formulation that does not crumble, run down the face, or clog the pores. But as athleisure is not only about colour cosmetic products for the gym but also includes beauty products for outdoor activities, skin and hair protection properties are required as well. A suitable formulation should attract and hold moisture, for example with a super-rich skin or lip balm which is ideally a semi-occlusive formulation that allows the skin to breathe but reduces Trans Epidermal Water Loss (TEWL) and keeps the sensitive skin smooth and soft.


PERSONAL CARE EUROPE


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188