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Beauty
Published: 22 May 2018

Recess Launches Portable Active Beauty

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Recess

New US personal care start-up Recess is tapping into demand for on-the-go beauty solutions in the active category by tackling a pet peeve among gym-goers: queuing up for showers.

The company is launching portable unisex products that aim to eliminate sweat in a few swipes – condensing a lengthy post-gym ritual into three steps. The range includes Face 101: Cleansing Wipes, Body 101: Deodorant Wipes and Hair 101: Hair Blotters.

With a tagline of “no sink, no shower, no problem”, the products require no water to activate the hero ingredients. For example, the Body 101: Deodorant Wipes combine tea tree oil and acai extract to fight off bacteria, eliminate odour and hydrate the skin.  

Users are encouraged to forgo bulky bottle packaging and use the brand’s biodegradable wipes and blotting paper instead. Another active beauty range that has successfully implemented this compact packaging strategy is Clinique’s Clinique Fit. The Post Workout Face + Body Cleansing Swipes remove excess dirt and oil after exercise, while priming the skin for make-up and bodycare products.

This launch feeds into modern consumers’ enthusiasm for time-saving solutions (as explored in Sports Beauty Steps Up), with 18% of US personal care users wishing their routine was less time consuming (Mintel, 2016). For deeper insights into time-saving beauty and portable packaging solutions see, Agile Beauty and Packaging Futures: In-Transit.

For more cross-category strategies that target fitness enthusiasts, see our Macro Trend Active Lives, as well as BrewDog Launches Cycle Club and Elevating Active.

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