The new launch keys in on a number of ongoing beauty market trends: active beauty (of course), but also the self-care movement, ‘free-from’ formulations, and the shift away from rigidly gendered products.
"Over the years, we've heard the feedback that transitioning from sweat to life isn't always easy,” Sun Choe, chief product officer at lululemon, tells the press. She goes on to explain that “lululemon has always been in the work of creating solutions for sweaty problems and our Selfcare line is an extension of that approach. Like our apparel, lululemon Selfcare has been designed with function at its core and created to support guests pre and post workout.”
The products
lululemon launched its Selfcare brand with just 4 products: dry shampoo, deodorant, facial moisturizer, and lip balm. Both full-sized and so-called gym-bag sizes are available, according to the company’s media release.
The company reports spending 2 years on product development and apparently ran some sort of consumer testing earlier this year. Selfcare packaging recalls the same style and aesthetic as lululemon store branding; and the company has taken to develop fairly neutral-looking packaging and product that appeals to, perhaps, the ‘every athlete’. That’s because the Selfcare is a “dual-gender line,” as the release describes it.
The plan
Selfcare will retail on lululemon’s own ecommerce site, in some 50 North American brick-and-mortar lululemon stores, and on Sephora.com. Working with Sephora not only allows the brand to reach more consumers in more places, it’s also a deal that lululemon hopes will add credibility to the Selfcare brand: “The partnership with Sephora extends lululemon's ability to reach new guests while partnering with an authority in the personal care space. In addition, the lululemon Selfcare line of products has received the Clean at Sephora seal, certifying that they are free of ingredients like sulfates, parabens, and phthalates.”
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.