Athleisure is Inspiring New Ways to Market Makeup for the Gym
Laura McQuarrie — February 17, 2017 — Fashion
While some women have been criticized in the past for wearing makeup for the gym and advised against it to prevent breakouts and smudged mascara, there is a new wave of beauty and skincare products that are being formulated to be lightweight, breathable, waterproof, sweat-resistant and in all, specifically created for intense physical activities.
In the same way that fashion brands are providing effortless all-day activewear, beauty brands are formulating and branding their products to offer the high-performance and long-lasting formulas. Examples of this include Supergoop!'s 'Barre to Bar Beauty Set' and Yuni's No-Rinse Body Cleansing Foam, which is specifically described as a product that "enhances and prolongs effects of yoga practice."
Tarte Cosmetics is looking to be a leader in this beauty segment, especially as it has now applied to trademark the term "Athleisure Skincare."
In the same way that fashion brands are providing effortless all-day activewear, beauty brands are formulating and branding their products to offer the high-performance and long-lasting formulas. Examples of this include Supergoop!'s 'Barre to Bar Beauty Set' and Yuni's No-Rinse Body Cleansing Foam, which is specifically described as a product that "enhances and prolongs effects of yoga practice."
Tarte Cosmetics is looking to be a leader in this beauty segment, especially as it has now applied to trademark the term "Athleisure Skincare."
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