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ROUNDTABLE

THE NEXT BIG THING: PERFORMANCE BEAUTY

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This 45-minute virtual roundtable delved into the rapidly emerging “Performance Beauty” category, which serves athletes and consumers with physically demanding lifestyles. Ann Ragan Kearns, Founder of Medalist Skin, and Dominique van Boekel, CEO of Athletic Cosmetic Company, joined LPK to share insights on how this trend is shaping the future of beauty products and the challenges and opportunities it presents for brands.

Key Insights:

  • Innovating in Performance Beauty: The discussion emphasized the need for clean, high-performance beauty products that cater to extremely active lifestyles, with a focus on sweat-proof, long-lasting, clean and environmentally friendly formulations.
  • Fitness Participation Surge: Morning Consult’s May 2024 research shows that U.S. adults engaging in weekly exercise or sports increased from 45% to 56% over the past year, driven by hybrid home-athletes who blend various fitness activities.
  • Economic and Cultural Impact: The fitness industry’s $22 billion economic impact and the billion-dollar growth in women’s sports, fueled by stars like Angel Reese, Caitlin Clark and Simone Biles highlight the expanding influence of fitness culture and new opportunities for beauty brands.
  • Strategic Investments: Berkshire Hathaway’s significant investment in Ulta Beauty underscores confidence in the performance beauty sector and its growth potential at the intersection of fitness, sports, and beauty.

The convergence of fitness, sports, and beauty marks a pivotal moment for brands in the performance beauty category. Connect with LPK to explore how you can leverage these trends to drive your brand forward. Watch the webinar recording to gain deeper insights into this topic.

Hosted By

Meredith Post headshot
Senior Creative Director

MEREDITH POST

Meredith Post believes in being a force of nature. As Senior Creative Director at LPK, she helps brands unlock their ultimate value and guides teams to achieve new levels of creative excellence.

Meredith is a published author, thought leader and speaker, covering topics such as creative strategy, brand design and fostering a culture of creativity.

At LPK, she has worked with The J.M. Smucker Co. to evolve its iconic portfolio for changing consumer tastes, guided Anheuser-Busch AB InBev in modernizing legacy brands like Natural Light and Ritas, and built a digital-first skincare brand for Procter & Gamble.

Emily Flannery headshot
VP, Discovery

EMILY FLANNERY

Emily Flannery’s driving passion is the intersection where now meets next. At LPK, she leads the Discovery practice, cultivating, guiding and evolving our approaches for clients, always with an acute focus on bringing them closer to their consumers and preparing them for change.

Emily holds a degree in Product Strategy from the University of Cincinnati, College of Design, Architecture, Art and Planning (DAAP), where she has also served as an Associate Professor and the honorary Head of Trend Forecasting.

Athletic Cosmetic Company

DOMINIQUE VAN BOEKEL

Medalist Skin

ANNRAGAN KEARNS

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