The Ask
Find a new category to extend the Lululemon brand into.
The Problem
Lululemon created the athleisure category but competition is catching up fast.
The Solution
Lululemon will show an understanding of its audience by entering personal care with a line that owns the gap between sweat and everyday life.
How we did it
Deep dive deep into the athleisure space backed by 1:1 interviews and a survey (n=110). Then, we built our 3D design skills from the ground up to bring it to life.
Lululemon didn’t change activewear, it changed apparel
Before Lululemon, the word “athleisure” didn’t even exist. Over 25 years ago, the brand was the first to blur the line between athletic and everyday clothing, building an empire along the way.
Today, athleisure is synonymous with lifestyle, and Lulu has evolved into a premium brand that outfits both men and women with everything they need to move, perform, and live in comfort and style.
New “It” Brands on the horizon
As athleisure continues to thrive, so does the competition. Celebrity-backed brands like Alo and Vuori are catching up fast and we found that 90% of Vuori stores and 84% of Alo stores now operate within half a mile of a Lululemon location.
And while Lulu now faces intense competition in the premium space, it also means the brand is up against more affordable alternatives.
What product expansion could evolve the brand and help it fend off copycats?
What we did to find out:
A survey with 110 respondents who exercise 3+ times a week.
In-depth interviews with 20 of the participants.
Social Listening
Insight: There is a gap in the transition from sweat to 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.
But while activewear helps people transition seamlessly from gym to daily life in terms of apparel, one problem remains unsolved: the physical impact of sweat on skin and hair.
We found that the shift from working out to daily life presents real physical challenges for those who are always on the go, and competitors are not addressing it.
82% reported struggling with greasy hair post-workout.
76% said they experience post-workout breakouts.
64% think that their usual skincare products are too bulky to carry with them.
*(Based on 110 respondents who exercise 3+ times a week )
Staying Fresh Shouldn't Be Another Challenge
Beyond the physical challenges, the logistics of juggling packed schedules and nonstop commitments while figuring out how to stay fresh is another major pain point.
With so much to do, squeezing in a workout is already a challenge, but feeling clean and put together afterward shouldn’t be one too.
Why does the world need another personal care line?
It’s because people who lead an active lifestyle are not left with good choices when it comes to their skin and hair.
They have to rely on traditional dry shampoos that leave behind residue, cleansers that strip the skin without considering post-sweat sensitivity, and skincare products that are often too bulky to carry in a gym bag.
Lululemon is uniquely positioned to solve this
Lululemon has already built a loyal community that trusts the brand to support their active lifestyles. People buy into the philosophy of movement, wellness, and performance.
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.
So let’s make Lululemon the first brand to give people a reset button.
Meet Lululemon Reset: 9 travel-sized essentials to keep you fresh and moving - all day, anywhere.
Why these products?
Each of the nine products in this line was inspired by real pain points the two of us 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.
Easy to reapply, easy to keep in your bag. Made to serve as a reset button.
Wet2Invisible Dry Shampoo Powder: Absorbs oil and sweat instantly without leaving white residue.
Butter Up Lip Balm: Nourish lips & deliver long-lasting moisture
Hi Shine Lip Gloss: For a glossy finish
Body Hero Wash: Instantly rehydrates and cools.
Body Hero Mist: Unisex scent that rehydrates and cools.
Ready Set Balance Ph-Balancing Wet Wipes: Clean and confident care down there and everywhere.
Lock-In Hair Pomade
ABC Powder: Anti-chafing powder that provides protection against sweat, chafing, and odor.
We wanted our design choices to be aligned with Lululemon as a brand
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.
The embossed fingertip detail on the products acts as a practical cue, making them easier to find in bags, while also representing the personal experience this self-care line offers.