Neom x Sweaty Betty: Sports-Optimised Beauty
British natural beauty brand Neom Organics has collaborated with sportswear specialist Sweaty Betty on a fitness-inspired range catering to the growing number of physically active and sports-driven female consumers.
The Scent to Power Your Personal Best kit comprises four natural beauty products designed to optimise a workout before, during and after by enhancing users’ mood, reviving their senses, aiding relaxation and promoting sleep.
The kit’s Intensive Energy Boosting Treatment supercharges energy pre-workout, while the Mood Lifting On The Go Mist claims to sustain high endorphin levels post-workout. The Daily D-Stress Bath & Shower Oil and Perfect Night’s Sleep Pillow Mist relax and unwind mind and body and encourage deep sleep.
The collaboration acknowledges that women’s fitness, whether softer holistic practices such as yoga or more intense physical workouts such as High Intensity Interval Training (HIIT) are booming in the UK and the US. In the UK alone, the number of women working out has increased by 62% in the past year (Bodybuilding Warehouse, 2014).
This fitness uptake has driven beauty brands to innovate for a more physically active female consumer. See more on this in Wellbeing: Lifestyle-Driven Beauty.