Art of Sport Caters to Athletes’ Skincare Needs
LA brand Art of Sport aims to help athletes reach peak performance and maintain healthy skin with ingredients that enhance training. For example, the Hair + Body Wash: 2-in-1 contains roseroot, which speeds up muscle recovery and reduces inflammation, while aloe vera and hyaluronic acid hydrate the skin and create a protective barrier.
In addition, the brand harnesses the power of aromatherapy to stimulate a sensorial experience for the user. Each product is available in three scents: Rise, Compete and Challenge. The latter contains notes of sandalwood, basil and fir needle to clear the mind and aid concentration.
The launch feeds into the growing trend for using aromatherapy to activate the brain in different ways – adapting the conventional use of fragrance in the bodycare category while aiming to alter the consumer’s state of mind. For more insights into aromatherapy’s exciting resurgence, see New Fragrance Worlds and Agile Beauty.
In an era of athleisure, products that offer solutions to the side effects of workouts (from muscle aches to acne) are becoming increasingly popular among active consumers. For more on strategies targeting the sports community, see Sports Beauty Steps Up and Beauty 360.