Beauty + Fashion
Product Design & Brand Strategy
Reposition Lululemon as a leader in the athleisure category through a product expansion
ASK
Reposition Lululemon as a leader in the athleisure category through a brand expansion.
CHALLENGE
The athleisure category is becoming diluted and Lululemon is no longer the standout.
SOLUTION
Launch a personal care line that bridges the gap between sweat and everyday life.
Challenge
Lululemon transformed athletic wear into a lifestyle, but recently, Lululemon has faced its slowest growth in four years. Celebrity-backed brands like Alo and Vuori are rapidly gaining traction. While Alo and Vuori dominate the premium space, people looking for more affordable options can also turn to Amazon, Target, and other mainstream retailers.
Lululemon pioneered the athleisure category, but is now facing copycats.
Lululemon customers spent 7.1% of their Active & Athleisure wallet at rival Vuori during the December 2023 holiday shopping period, up from 5.2% December 2022. Similarly, Lululemon shoppers increased their spending at Alo Yoga from 2% to 3% in the same period (Earnest, 2024).
What product expansion could evolve the brand in a way that continues to grow sales and keep differentiated in a commoditized category?
Insight
There is a gap in the beauty market for transitioning from sweat to everyday life.
At Lululemon you can get everything from a workout set to an outfit ready for the office or for running errands. The same goes for competitors. While apparel has made it easy for people to switch from gym to real life and back again, we found out that the physical effects of sweat on skin and hair remain unsolved.
All-day freshness is a challenge — and most brands aren’t addressing it.
reported struggling with greasy hair from sweat post-workout.
82%
noted that their usual skincare products are too bulky to carry with them, making it difficult to freshen up on the go.
64%
(Based on 110 respondents who exercise 3-5x/week )
74%
said they experience post-workout breakouts.
As athleisure becomes saturated, people want personal care products that seamlessly integrate into their active lifestyles outside of apparel alone.
Why does the beauty category need another skin and haircare line?
Options in the skin and haircare market are not they are left with are not exactly suited for an active lifestyle: Traditional dry shampoos leave behind residue, cleansers strip the skin without considering post-sweat sensitivity, and skincare products are often too bulky to carry in a gym bag. Athletes and active consumers are forced to piece together a solution from products that weren’t made for their needs.
Opportunity
Lululemon is uniquely positioned to launch products that fit seamlessly into life.
Known for innovation and quality.
People trust Lululemon due to its decades of experience, scientific approach to designing activewear and strongly established brand that stands for quality.
A growing market.
The global wellness market, valued at over $4.5 trillion is showing strong demand for personal care products, particularly in categories related to active lifestyles.
They have the credibility.
As part of its Vision 2026 strategy, lululemon wants to expand into new product offerings and it has the credibility to do so.
Niche, untapped category.
Self-care taps into a a niche category of gym and exercise related makeup and personal care products. Terms like high-performance, and athletic appropriate are increasingly showing up on products.
Solution
So, we set out to make Lululemon the first brand that provides consumers with a reset button, filling the gap in the transition from sweat to everyday life.
Introducing, Lululemon Reset: a collection of 9 unisex products designed for freshness - pre-gym, post-gym, and everywhere in between.
Why these products?
Each of the nine products in this line was inspired by real pain points Emma and I identified during our research. We see them as essential tools designed to fit seamlessly into the day of someone who rarely has time to pause.
The two of us learned 3D software from scratch to bring this vision to life, making sure every product stayed true to Lululemon’s ethos. The brand has always understood that people’s needs are unique, just like it did with its very first pair of leggings. That mindset shaped our approach to packaging.
Ready Set Balance Ph-balancing Wet Wipes // Clean and confident care down there and everywhere // Thermal water-based, paraben and preservative-free to soothe and freshen
ABC Powder // Provides all-day comfort for protection against sweat, chafing, and odor. The perfect pair with the ABC Pants.
Body Hero Mist // Instantly rehydrates and cools. The weightless texture is breathable - perfect for sweating. Spill-proof and gym-bag-friendly.
All-In-One Cleanser
Wet2Invisible Dry Shampoo Powder //Absorbs oil and sweat instantly. Invisible powder for a fresh wash look. Rootbiomic ferment powder that absorbs sweat and oil instantly
On The Glow Bronzer & Blush Duo // Creamy formula to add a touch of glow and color with the touch of a finger.
Lock-In Hair Pomade // A hold that lasts all day. Water-based formula to keep hair flexible.
Hi-Shine Lip gloss // Equal parts shine + moisture for a glossy and plumped look.
Butter Up Lip Balm // For a nourishing and moisturizing solution Nourish lips & deliver long-lasting moisture
A few words on our design choices
The embossed fingerprint is a reflection of Lululemon’s commitment to individuality—knowing everyone’s needs are unique.
The embossed texture design makes products easy to find while symbolizing the personal nature of self-care, complemented by Lululemon’s signature red as an accent.
We prioritized subtlety and discretion, ensuring products like pH-balancing wipes and anti-chafing powder feel personal, not public.
Why this works for the brand
With a curated personal care line, Lululemon can not only meet the need for a beauty product that fits seamlessly into the quick transitions between workouts and everyday life but also elevate the brand beyond apparel — reinforcing it’s competitive position in athleisure.
TEAM
Grace Garvey (Brand Manager & Designer)
MY ROLE
3D design
Packaging design
Brand Strategy