Tell me what sport you do and I will tell you what cosmetics you should use… Unfortunately, we are facing a new climatic reality and in the post-pandemic world, consumers are doing many sports activities, both indoors and outdoors, which represents challenges and opportunities for the cosmetics industry.

The World Health Organization reported that in July we went from global warming to a global boil. The Copernicus Climate Change Service and the World Meteorological Organization confirmed that July reported the highest global average temperature since records began. This is a sad reality that all people and all countries are experiencing. At the time I am writing this column, there are reports of record temperatures in South America (winter) and extreme temperatures in the United States, Africa, Europe, and Asia. This reality influences many of the cosmetic and sports trends that we are going to see below:

Blue-light proofing products: As many people use electronic devices before and after exercising, cosmetics that help protect skin from blue light emitted by device screens are gaining popularity. These products may contain ingredients that help counteract the negative effects of blue light exposure.

Dermo-tech: Technology could play a big role, with products using sensors to measure skin moisture, body temperature, and other factors that could affect the effectiveness of cosmetics during physical activity.

Inclusive beauty products: Inclusion and diversity are important trends in the cosmetics industry. Products that cater to a wide range of skin tones, body types, and personal needs continue to gain relevance, especially in the sporting arena, which encompasses a variety of body shapes and sizes.

High-performance makeup: Makeup products specifically designed to resist sweat and water during physical activity are gaining popularity. These products are often long-lasting and waterproof, allowing people to keep looking fresh while exercising.

No-rinse personal care products: Comfort is essential for people on the go. No-rinse personal care products such as facial cleansers and refreshing wipes are essential to cleanse and refresh skin before and after exercise.

Products for boxing: As mentioned in a publication in the Spanish newspaper El Mundo: “In this type of discipline, the hands become the main protagonists, therefore, if you do not pay the attention they deserve, they can dry out and calluses or even blisters appear. Although the use of gloves is recommended when you are practicing, an ultra-moisturizing hand cream cannot be missing, especially after training. Another of the essentials in this category are oils to massage different areas and products to release muscle tension”.

Packaging innovation: Cosmetic packaging could become more convenient and practical for people who play sports or exercise. For example, waterproof packaging, compact packaging, and precise dosing systems could be areas of focus.

Running: Foot care should be the main concern for people who practice this discipline. There are pedicure products for athletes that use more durable and resistant nail polish. Also, creams decongest and relieve skin legs, so muscle recovery is faster. Also, special sunscreens for athletes.

Active skincare: Cosmetics that include ingredients that help protect the skin from damage caused by the sun, pollution, and oxidative stress during physical activity. We can see this claim in products like sunscreens, moisturizers, antioxidant products, and other skin-benefiting ingredients.

Swimming: Chlorine and other components of swimming pool water are responsible for making skin and hair dry and look dull. Products that cancel the effect of chlorine on the skin and fiber are also beginning to be interesting.

Specific hair care products: Hair care during and after exercise could be a trend. Shampoos, conditioners, and treatments designed to protect hair from the effects of sweat and constant sun exposure could gain attention.

Pre- and post-workout products: Cosmetics designed to prepare the skin before exercise (such as sunscreen products) and for post-exercise recovery (such as soothing and moisturizing products) are on trend.

Energizing fragrances: We are seeing an interesting opportunity in this category. Thanks to aromatherapy, we are seeing new applications in products that help provide enthusiasm so that people feel more willing to initiate physical activity.

Temporary tattoos: The trend of temporary tattoos is growing in the sports field. Temporary sports tattoos are a form of personal expression for athletes and sports enthusiasts, allowing them to show their passion for their favorite activity.

Brand union: Collaborations between sportswear brands and beauty companies are giving rise to products designed specifically for sports lovers. For example, sportswear brands partner with cosmetic brands to create products that complement their portfolio.

Personalized makeup: Personalization in the world of beauty is a growing trend. Consumers are looking for makeup products tailored to their individual needs and preferences, which could include products designed specifically for their skin type, tone, and physical activity.

Transfer-proof makeup: This type of makeup will not transfer to your clothes or hair, even if you sweat. It is an excellent option for women who want to avoid the hassle of touching up their makeup during training.

Anti-Pollution products: With growing concerns about environmental pollution and global warming, cosmetics designed to protect the skin from exposure to environmental pollutants remain on trend. These products help combat the negative effects of pollution during and after exercise by keeping the skin protected and healthy. For example, products with this claim are beginning to be interesting for people who practice hiking, mountaineering, skiing, etc.

Sports & Beauty apps: Mobile applications and wearable technology could be integrated with the sports cosmetics industry. For example, apps that track fitness can recommend skincare and makeup products based on a person’s individual needs.

Soothing: We are seeing this claim also in sports cosmetics, since there are people, whose skin turns red when training, something that is completely normal and that is generated because “sports stimulates blood circulation, increasing oxygenation and nutrition in the tissue and raising the temperature”.

Sportmetics = Sport + Cosmetics. Skin in exercise is the new black. Sports practices represent a great opportunity for innovation and the industry is developing very interesting biochemical pathways for skin in a constant state of sports! The opportunity is to develop cosmetic products and concepts that help prepare for sports, outdoor physical activity, aerobic sports, anaerobic sports, in the aquatic environment, post-training, foot care, and therapeutic and sports massage, among others.


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John Jiménez is a pharmacist from National University of Colombia with a master's in sustainable development and specialization studies in marketing, cosmetic science and neuromarketing. He has 30 publications in scientific journals and a book chapter in cosmetic formulation. He has been the recipient of the Maison G. de Navarre Prize (IFSCC USA 2004), Henry Maso Award (IFSCC USA 2016) and best scientific papers at Colamiqc Ecuador 2009, Colamiqc Brazil 2013 and Farmacosmética Colombia 2014. He also has been a speaker at various international conferences in Europe and Latin America. Since 2019, he has written a trends column for In-Cosmetics connect, Since 2013 a trends column for Cosmetics & Toiletries Brazil and since 2020, a column on neuromarketing for Eurocosmetics. He also has authored and co-authored articles and served on the Scientific Advisory Board for Cosmetics & Toiletries magazine. Jiménez additionally served as president of Accytec Bogotá (2017-2019). He joined Belcorp in 2005 and currently is Senior Researcher for skin care, suncare and personal care categories. Before joining Belcorp, he worked in Laboratorios Esko, Whitehall AH Robins and Fresenius Medical Care in Colombia.

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