Lululemon announced on their website that they will be launching a “self-care” product range consisting of deodorant, dry shampoo, basic balm, and a facial moisturizer slated to launch late spring. The formulation of the products is driven by efficacy and safety using a combination of natural ingredients and technology-driven synthetics. Listening to athletes, ambassadors, and their community, they have created producst focused on function, feel, and format to help the transition from sweat into daily life. As the beauty sector shows no signs of slowing down, launching into the category with a branded self-care product line makes strategic sense.
“Lululemon Self Care line has no downsides for Lululemon,” said Patricia Hong, partner in strategy and management consultant at A.T. Kearney and head of its beauty and luxury division, in an email to Retail Dive. “As a part of their vision, Lululemon has a stated goal to expand into new categories. This fits in with their overall brand equity, and they can leverage existing distribution channels, tapping into a niche category of gym / exercise related make up and skincare / personal care products, where I believe we’ll see more brands target.”
Photo: via Lululemon