lululemon Launches Selfcare Product Line, Expands Beyond Apparel
Athletic apparel brand lululemon athletica launched personal care product line Selfcare on Tuesday, reports CNBC. The retailer is expanding outside of its traditional activewear clothing to offer products that target post-workout needs, helping customers freshen up after exercise and get back to their day. Products in the Selfcare line include dry shampoo, deodorant, face moisturizer, and lip balm. The Selfcare products are now available online and in 50 store locations, ranging in price from $14 to $48.
Total Retail's Take: lululemon is so well known and respected for its yoga pants and sports bras that consumer trust in and support of this new product line most likely will be strong. The brand has a very passionate following and has seen explosive growth. On launching the Selfcare line, CEO Calvin McDonald says, "we’ve identified several areas of white space where we can test the waters and bring innovation" to customers. lululemon developed the new product line over several years and tested prototypes with dozens of athletes and ambassadors "to make sure that the products actually met a need and performed as promised," according to Fast Company. lululemon's website lists the "Selfcare formula" as being sweat-tested, containing quality ingredients, meeting cruelty-free standards, and delivering functionality for customers, addressing the uptick in consumer interest in clean and cruelty-free beauty products.