Is anti-sweat make-up the next beauty niche?

By Simon Pitman

- Last updated on GMT

Is anti-sweat make-up the next beauty niche?

Related tags Cosmetics

In recent months both Bobbi Brown and a new player, Sweat Cosmetics, have launched make-up ranges with anti-sweat claims.

Targeting women who lead highly active lives and sporty types, both manufacturers claim their ranges will stand up to the test of staying in place even during the most rigorous workout.

Color cosmetic solutions for women on-the-go have invariably included packaging innovations that make make-up easier to carry around and apply, but a color cosmetics line that will stay looking good during a volley ball match seems new.

But is the recent victory of the USA team in the FIFA Women's World Cup about to help elevate the combination of looking good while playing sports?

The market researchers say this claim is new

Cosmetics Design contacted market research provider Mintel, to see if they had any evidence of other color cosmetics lines with similar claims.

The company tapped into its Global New Product Database to see what has been launched in the past year, and it reported back that there were no other similar launches.

So are these two new lines the start of something and driven by consumer demand, or are they likely to stand alone on make-up counters across the Americas?

Consumers say they want long-lasting make-up

It is interesting to note that Mintel's July 2015 Color Cosmetics report for the US market carries survey data that finds the most popular consumer demand for a range of popular color cosmetics is "long-wearing".

Mintel's data, which was taken from an online survey interviewing American females over the age of 18, showed that 42% were looking for long-wearing facial make-up, while 52% wanted long-wearing eye make-up and 47% reported the same demand for lip make-up.

But searching the internet for anti-sweat make-up reveals that only a couple of companies are offering make-up with this claim, while there are a number of online forums giving consumers tips on how they can come up with their own anti-sweat make-up solutions.

Sweat Cosmetics

Perhaps the most prominent company in this area is Sweat Cosmetics, which was founded by Taryn Hemmings, who is currently a professional soccer player for the Chicago Red Stars.

She etablished the line of make-up with a number of other prominent US female sports stars as a means of ensuring women can maintain their make-up look during physical activity, while also incorporating an SPF to protect against the sun’s rays.

The line includes a translucent mineral powder and foundation to suit five basic skin tones and also incorporates an SPF 30.

The foundation is said to be waterproof for up to 80 minutes, while the mineral powder has a water resistant life-span of around 40 minutes.

Bobbi Brown Lifespan Cosmetics

Back in April, Bobbi Brown launched its new Long-Wear range, which targets active and sporty females who are also fans of the make-up brush.

For the launch of the Long-Wear eye collection Bobbi Brown brought in pro surfer Keila Moniz to prove the ultimate test that the eyewear is both water-proof and sweat-proof.

Indeed, the Bobbi Brown team shot footage of Moniz surfing the waves, later revealing that the applied eye make-up had remained intact.

Related topics Brand Innovation Color Cosmetics

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