LIFESTYLE COSMETICS 59
Formulation concepts for active people
Martina Heldermann – KahlWax, Germany
Bespoke, personalized 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?
May 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 color 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 color 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 NORTH AMERICA
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