Why Sports and Beauty Is A Game, Set, Match
The sports and beauty industries are showcasing a discernible linkage with a force that can only be interpreted as an unprecedented force for potential. Athleticism and aestheticism currently stand in an era where they’re actively on an upward arc and haven’t experienced such collective praise concurrently. A merger between the respective industries presents a mutually beneficial business opportunity to potentially reach a specific type of consumer which hasn’t been catered to yet.
Viewership surrounding women’s sports compared to men’s sports, namely the WNBA and women’s college basketball, is at an all time high as viewers have become increasingly interested in the athletes themselves, not just the sports. Whether it be where they shop or products they’ve endorsed, women’s elite sports athletes have become juggernaut of influence. A lucrative business opportunity is within reach for large scale beauty conglomerates to capitalize on the popularity of female athletes. Cosmetic products specialized for athletes is a niche sector of the beauty market which hasn’t quite been tapped yet, which is why companies need not pass this up.
Former professional tennis player Serena Williams’ launch of her beauty line WYN Beauty on April 7th is indicative of the direction this area of cosmetics is going and the possibilities at play. The brand was formed on the basis of producing “makeup you can move in,” but more specifically a result of Williams’ personal beauty journey as she created products she didn’t always have access to as a traveling athlete. Hair care brand Mielle Organics tapped college basketball star Angel Reese as a brand ambassador last upon noticing her star power off and on the court. The collaboration made perfect sense at the time amid increasing interest in the products she used in her hair when she played. Angel Reese’s choice to announce she was entering the WNBA in a Vogue feature last week as opposed to a sports related channel was incredibly telling of industry repositioning.
Future possibilities of an investment in cosmetics products in athletics are endless now that the magnitude surrounding sports stars, such as college basketball player Caitlin Clark, is being realized on a large scale. The beauty sector now knows it holds a greater responsibility to cater and market to this sector for this specific type of consumer which has historically been underserved.
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