Skincare is now following in the footsteps of the lifestyle movement and catering to the workout market.
Over the last few years’ the trend of athleisure has exploded, it’s now completely acceptable and normal to see people wearing their ‘Lorna Jane’ gear to work or even out to dinner. Inevitably, it was only a matter of time before the beauty and skin care industry should follow suit, and ‘Active Beauty’ looks set to become one of the biggest trends of 2018.
From waterproof mascaras, sweat-resistant foundations in colour cosmetics, skin-fit kits for pre- and post-workout to skincare that addresses the balance of microbiome for healthy skin– the offerings and innovations in this area have grown dramatically.
Your Athleisure Kit
With a noticeable rise in demand for ‘gym-bag-beauty’ it’s a great opportunity for professional skin treatment centres to create a range from your existing products to cater to the active market.
Consider that customers are asking for smaller and lighter packaging, travel-size kits, energy- and focus-boosting pulse point oils and supplements. Beware of including products with glass packaging (not only might it smash, it will be really heavy) and choose containers with spill-proof lids and opt for multi-use products to keep the gym bag as light and as orderly as possible. Make available and promote pre-packaged ‘skin activity’ kits, travel sized gym packs, skin-fit coaching sessions and ‘athleisure’ focused skin services such as 10-minute express ‘Face-Fit’ facials all will appeal to the ‘athleisure’ customer.
Consider using fitness and wellness imagery on your various marketing materials to promote and appeal to this very large customer demographic. Also look at the various opportunities to create business affiliations and cross promotion activities with local gyms, personal trainers, sports clubs, yoga and pilates studios as well as sports apparel stores and local organic food stores.
Skin Workout
Athleisure skin care is all about working with the skin to optimise skin fitness, so it’s important to coach each of your customers on how to keep their skin fit and healthy and educate them on the ‘side effects’ of any fitness program, which is very important considerations when designing and prescribing for ‘Active Beauty’.
Our skin completely changes when we’re working out, pores dilate, we sweat more and get super-heated. Exercise increases your circulation and makes skin glow, but there are some downsides to consider, such as congestion, breakouts, bacne, hives, dehydration, flushing and redness!
Clean
When you get hot your skin detoxifies with buildup leading to congestion and breakouts. The solution is thorough cleansing. Post workout clean the skin with cool water and a soap free cleanser or you can choose a wipe-off cleanser if you’re on the go to ensure bacteria does not form on the skin’s surface (from sweating) causing congestion, breakouts and sensitivity.
Double cleanse first with a PreCleanse Oil to remove excess oils and sweat, followed by a cleanser to suit your skin.
ProTip: use an antibacterial face wash with Salicylic Acid for the chest and back to help prevent bacne.
ProTip: if possible it’s advisable to apply your skin care products once the skin has cooled down and stopped purging (sweating and eliminating). This will allow the skin to absorb the products more effectively. So a cool shower or face wash will help cool the skin. Once out of the shower apply your products ideally within a three minute time frame to prevent more moisture being lost from the skin.
Refresh and Hydrate
Hydration is so important and a key part of any skincare program for anyone who partakes in regular exercise. Before and after a workout, spritz the skin with a non-alcohol based hydrating toner containing hyaluronic acid to boost and ‘lock’ the moisture to the skin. You can also apply a hydrating anti-inflammatory toner designed to reduce flushing and redness (take a travel size with you and keep a full size in your fridge for a refreshing skin spritz). It’s also ideal to use a hydrating booster or serum to help replenish the lost moisture from the workout and keep the skin glowing. Once or twice a week it’s a great idea to also add a hydrating gel mask into your routine to boost the skin’s moisture levels.
Calm
One negative of exercise is skin flushing and redness, particularly for those prone to rosacea or sensitivity. Exercise causes vasodilation which increases surface temperature in an attempt to cool the body down. It also leads to rapid water loss and skin dehydration which further impairs the skins barrier, so hydration is critical.
Pre- and post-workout apply a calming, anti-inflammatory moisturiser. A lightweight gel formula will ensure you don’t trap heat or clog the skin. Look for ingredients like colloidal oats and aloe to calm and soothe. A dual hyaluronic acid technology will ensure lost moisture is replaced and locked in to prevent dryness and irritation.
ProTip: Avoid a sauna or hot shower. The sooner you cool your body down the faster the flushing will reduce.
Care
If activity takes you outdoors be sure to apply a physical sunscreen that will adhere to the skin giving you longevity in your UV protection. Once cleansed and calmed, it’s time to repair and return the skin to its optimum state.
Post workout apply a barrier repair booster to protect skin against further moisture loss and cocoon against the environment. Follow with an antioxidant rich primer with an SPF and you are all set.
ProTip: UVA is just as powerful in winter as summer. To help prevent premature ageing, use broad spectrum SPF 30+ all year round.
The takeaway?
As Mintel’s Global Beauty & Personal Care Trend 2017 report reveals, the opportunities are endless: sun protection for outdoor sports, hair care products for swimmers and even apparel tie-ups to produce wearable tech.
The Active Beauty trend is no ephemeral fad.
The survey predicts it will spawn a plethora of innovations, such as micro-encapsulated, thermally activated products and sport outfits which transmit information on skin temperature and hydration levels to apps tasked with identifying which products to use at any given time.
So it’s time to ‘jump-in’ and get active because athleisure beauty is set to run and run!
*Emma Hobson is the education manager at The International Dermal Institute and Dermalogica, Asia Pacific. For more information call 1800 659 118 or visit dermalogica.com.au