As reported from WWD, Lionel Messi is preparing to introduce his own fragrance line at Cosmoprof North America. The soccer star collaborated with Game On Product Group to create his inaugural scent, scheduled for release in 2024.
Messi launching his own fragrance shows that more celebrities are getting into the beauty industries again. The celebrity fragrance market went a bit quiet after the popular days of Britney Spears and Elizabeth Taylor. But now, it’s making a comeback, with athletes joining in.
The intersection of beauty brands and athletes has given rise to a sports-oriented trend, with a focus on promoting health. This serves as an indirect endorsement of the efficacy and sophistication of beauty products. Using athletes as symbols of health and vitality allows beauty brands to redefine their identities, drawing more attention to the fusion of sports and beauty.
When Health and Beauty Combined
In July of this year, Estée Lauder made its debut collaboration with the English Premier League giant, Manchester United, targeting consumers in China and the Asia-Pacific region. Shiseido has joined forces with Chinese gymnastics royalty, Chen Yibing, while Sekkisei has enlisted Japanese figure skating sensation Yuzuru Hanyu. CeraVe has also welcomed Chinese short-track speed skater Wang Meng as their brand ambassador.
Despite sports and beauty belonging to different realms, a palpable connection and overlap exist between them. This connection manifests in product demands, personal image management, and the engagement of specific sports celebrities with beauty brands.
Athleisure makeup embraces simplicity and practicality. It focuses on offering products that enhance natural features with lightweight coverage and formulas that last to accompany a very active routine. Light foundations, tinted moisturizers, sweat-resistant mascaras, and lip glosses that add a hint of color without weighing its user down.
Insight gathered from: Globalcosmeticsnews, chaileedo, WWD