UPDATE: June 18, 2019: Lululemon announced Tuesday the official launch of its personal care line, which debuts with dry shampoo, deodorant, face moisturizer and lip balm, according to a company press release. The line is "dual-gender" and the products are all available in full and gym size, ranging from $12 for Anti-Stink Deodorant to $28 for the Sweat Reset Face Moisturizer. In addition to selling on Lululemon’s website and in 50 Lululemon stores, the products will also be available on Sephora.com and "at select studio partners in North America."
"Over the years, we've heard the feedback that transitioning from sweat to life isn't always easy. lululemon has always been in the work of creating solutions for sweaty problems and our Selfcare line is an extension of that approach," Sun Choe, chief product officer at Lululemon, said in a statement.
- Lululemon is launching a personal product line, according to a post on the company's website.
- The "selfcare" line currently includes deodorant, dry shampoo, basic balm and face moisturizer and will be available in the late spring, per the site.
- The retailer focused on product function, feel and format, and "gathered insights from athletes in our communities," during the research and development process, according to the product site. Lululemon did not immediately respond to Retail Dive's request for comment.
A move into personal care products is another way Lululemon is broadening its efforts to become a lifestyle brand.
The company has made moves to stretch its association with different types of experiences, including a partnership with Penguin Random House for a pop-up this past December, a new loyalty program that includes curated experiences and expanded digital operations.
Delving into a self-care product line is a strategic move at a time when the beauty industry shows no signs of slowing down.
"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."
Additionally, the Lululemon brand story continues to play itself out in the product offerings by emphasizing natural ingredients and partnering with athletes to understand customer needs. "Beauty brands have tried to tap into the 'fitness lifestyle' trend: Tarte (limited-edition no shower happy hour athleisure essentials SPF), Clinique (Clinique Fit), Sweat Cosmetics, but none of them really had the credentials for the story they were telling," said Hong.
Hong explained that the company "checks the necessary boxes" around cruelty-free ingredients that are free of parabens and sulfates and packaging functionalities and that athletes will be able to throw items in their gym bags.
The challenge, however, is that the company is getting into a market segment where there is little differentiation. "Products will really have to prove a unique functionality for consumers to see the benefit," said Hong.