This article includes an interview with an industry expert on the creation and growth of athleisure beauty products. They discuss how as more and more people adapt to a healthier, more active lifestyle, consumers now want beauty products that fit this lifestyle as well. The target consumer for these kinds of products would be millennials, as 72% of them workout at least once a week, more than any other generation. These products would serve aesthetic functions, such as makeup that doesn’t budge during a workout, or a functional benefit, like a foundation that provides a cooling sensation when applied.
The reason this article caught my eye, is because I had no idea that athleisure extended to beauty products. And even though this article is from this month, this idea has actually been a thing for a little while now and yet I never heard about it before. Upon reading this article, I really don’t understand the point of the products. They write that the creation of athleisure beauty products is a result of more people adapting to healthier lifestyles, but then they also write that an example of an athleisure beauty product would be something that keeps makeup in place while you exercise. Do those two things not contradict each other? Because as far as I know, it’s not healthy to wear makeup while you’re sweating, and yet the target consumers for these products are people who are supposedly making healthier lifestyle choices. This leads me to think that the sole reason for athleisure beauty products is for aesthetics, both in real life and online. These products are for people who just want to post about them working out and being”healthy” rather than making actual conscious decisions regarding their unhealthy habits, such as wearing makeup while exercising.
Article: https://www.cosmeticsdesign-europe.com/Article/2018/03/09/Athleisure-and-beauty-where-do-they-intersect
The reason this article caught my eye, is because I had no idea that athleisure extended to beauty products. And even though this article is from this month, this idea has actually been a thing for a little while now and yet I never heard about it before. Upon reading this article, I really don’t understand the point of the products. They write that the creation of athleisure beauty products is a result of more people adapting to healthier lifestyles, but then they also write that an example of an athleisure beauty product would be something that keeps makeup in place while you exercise. Do those two things not contradict each other? Because as far as I know, it’s not healthy to wear makeup while you’re sweating, and yet the target consumers for these products are people who are supposedly making healthier lifestyle choices. This leads me to think that the sole reason for athleisure beauty products is for aesthetics, both in real life and online. These products are for people who just want to post about them working out and being”healthy” rather than making actual conscious decisions regarding their unhealthy habits, such as wearing makeup while exercising.
Article: https://www.cosmeticsdesign-europe.com/Article/2018/03/09/Athleisure-and-beauty-where-do-they-intersect
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