Canadian sportwear brand Lululemon is set to launch its selfcare product line. The brand announced on its website that it is venturing into cosmetic segment and launch the self-care product line this Spring. The brand will offer non-whitening dry shampoo, anti-stink deodorant, basic lip balm and face moisturizer. The prices & released dates of the cosmetic products are not yet disclosed.
Lululemon is known for its yoga pants. The major shift from sportswear segment into self-care product line is another way lululemon is widening it’s endeavors to become a lifestyle brand. Penetrating into a self care product line makes a good strategic sense when the beauty industry exhibits no signs of slowing down.
Additionally, the brand Lululemon mainly focuses on the natural ingredients, technology-driven synthetics & partnering with the athletes and brand ambassadors to derive the customer needs. Listening to the reviews of the athletes & ambassadors they originated the products which emphasize on function, feel & format in order to support the transition from sweat into daily life.
The sportswear brand has specified it’s objective in expanding into new categories. The strategy is suitable with their overall brand equity & they can leverage the existing distribution channels, by tapping into a niche category of gym / exercise related make up & skin care / personal care products.