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Retailers should capture the male demographic with workout friendly athleisure skincare products, says GlobalData

June 28, 2018 Statistics & Trends No Comments Email Email

The desire to lead healthier, more active lifestyles is driving the athleisure trend in the personal care space, prompting several retailers to launch their own collections for men and women alike in recent years. However, GlobalData, a leading data and analytics company, says that there is noteworthy potential for brands to capture the attention of the male consumer with workout compatible skincare products. 

Athleisure personal care innovation includes skin cooling makeup that is sweat-resistant, sun-care products that work better when exposed to water, and shampoo that counters hair loss due to strenuous sporting activities.

GlobalData’s report, ‘Top Trends in Skincare and Make-Up 2018’, reveals that there is an allure around durable (e.g. sweat proof) cosmetics that can be worn throughout the workout occasion without negatively impacting the skin. As such, there has been a significant number of athleisure beauty launches targeting women with claims of budge-proof makeup.

However, the company’s 2017 Q4 global consumer survey found that 72% of men claim to exercise one per week or more, compared with 65% of women. Additionally, while just over a quarter (26%) of men are interested in and actively buying beauty/grooming products specifically targeted toward the fitness occasion, a further 41% are interested but not actively buying such products.

Lia Neophytou, Consumer Associate Analyst at GlobalData, explains: “The opportunity for brands lies predominantly in formulating functional skincare products which can either cool or hydrate the skin, or products which can soothe the muscles after working out.”

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