The shift to personal care products is another way Lululemon aims to become a lifestyle brand.
Lululemon Athletica inc., a company specializing in sportswear for men and women involved in yoga and athletics, has officially introduced a line of various body care products. As reported, you can buy new cosmetics at the outlets of the company itself, via the Internet, as well as in the network of Sephora cosmetic stores.
At the moment, products for men and women such as deodorant, dry shampoo, lip balm and moisturizer for the face are presented. It is especially emphasized that only natural ingredients are used in the creation of all these products, and the development was carried out in close cooperation with the athletes themselves. As for the cost, it is $12 for deodorant and $28 for moisturizer.
All presented cosmetics (the creation of which was reported back in the early spring of this year) is intended for people who want to quickly put themselves in order after an active visit to the gym. As the manufacturer himself positions cosmetics, it is intended for people "who are not afraid to sweat" and it was developed in order to simplify the "transition from sweat to life."
So far, it's hard to predict how successful Lululemon's new products will be. This market segment is by no means simple, and in order to gain a foothold in it, a company will need to prove that its products really provide a unique opportunity for consumers. As it will be in practice, time will tell.
