Lululemon teased the market in April with an announcement they were launching a “self-care” product range consisting of deodorant, dry shampoo, basic balm, and a facial moisturizer with a focus on function, feel, and format to help the transition from sweat into daily life. Expansion into private-label branded beauty makes strategic sense given the category affinity and the margins in private-label beauty, but they have doubled down in a distribution partnership with Sephora.
The four products were dropped last week on Sephora.com with a Clean at Sephora seal. The partnership is a win-win. Sephora extends Lululemon’s ability to reach new guests while partnering with an authority in the personal care space. Lululemon provides Sephora an exclusive launch with products that serve a hyper niche.
Products will be sold online at lululemon.com, in 50 Lululemon stores, and at select studio partners in North America.
CEO Calvin McDonald told analysts earlier this month that while the company’s main focus will continue to be athletic wear, Lululemon has “identified several areas of white space where we can test the waters and bring innovation to our guests.”
Photo: via Lululemon