Lululemon is expanding beyond clothing and accessories with the launch of personal care products made in partnership with Sephora. The line includes dry shampoo, deodorant, face moisturizer and lip balm, with products available in both full and gym sizes.
The personal care products will initially be sold at lululemon.com, sephora.com, 50 lululemon stores and select studio partners. The inclusion of Sephora will help lululemon reach new customers and allow the items to carry the Clean at Sephora seal, which certifies that they are free of ingredients like sulfates, parabens and phthalates.
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By adding a personal care line, lululemon will be able to extend its presence into an adjacent category and build additional loyalty among shoppers in the healthy and active lifestyle category, according to Jonathan Treiber, CEO and Co-Founder of RevTrax. Additionally, consumer interest in private label personal care products is on the rise, and lululemon is well-positioned to capture some of that growth.
However, lululemon will need to ensure the quality remains top-notch to maintain its premium price point, according to Treiber. The lululemon brand as a whole could be harmed if shoppers find the personal care products inferior to less expensive brands, but the inclusion of Sephora may help mitigate that risk.
“Lululemon is engaging in a strategy to capture more consumer time and attention by offering products to enhance the pre- and post-workout experience,” said Treiber in commentary provided to Retail TouchPoints. “The price points are high, but consistent with the overall lululemon value proposition of high quality without compromise.”
