Beaut-camp beauty: Mama Mio appeals to Body Temples fans

07 : 04 : 2014 Mio : Sport : Skincare

Bologna – With the rise of the Body Temples trend, sports and traditional sports lifestyle categories are being redefined with new sleek, aspirational and luxurious styling. This is particularly true in beauty where new ranges offering sports-related remedies in upscale boutique packaging abound.

Mio Workout Wonder Mio Workout Wonder
Mio Strong is the new skinny kit Mio Strong is the new skinny kit
Mio sports range Mio sports range

One example is Mio, the new premium high-intensity bodycare line launched by UK skincare brand Mama Mio, aimed at sporty, time-poor Millennials. The range, presented at Cosmoprof Worldwide Bologna 2014, features products including Workout Wonder, The Activist and Liquid Yoga, and features the tag line Strong is the New Skinny. The line is synonymous with the empowered sentiment outlined in Athena Woman’s Femthlete thread.

The packaging – which is a world away from traditional sports skincare products – is brightly coloured, yet understated and clean. The brand has collaborated with hip gym brand Psycle to promote the range.

‘Today’s young women don’t have time for multiple product collections. These products mean they can optimise their workouts, and go,’ Mama Mio co-founder Sian Sutherland tells LS:N Global.

Look out for more coverage from Cosmoprof 2014 in our Shows section. 

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