Canada – WILL is a new beauty brand that caters for different stages of physical activity by optimising the workout experience both in and out of the gym.
Customers are invited to navigate the range based on how they want the products to make them feel and items are grouped accordingly.
Feeling tired after a busy day at work? Then something from the Energize range will help to recharge and focus the mind, while the Relax range will aid relaxation and recovery after your workout. The Groom range even includes a beard oil and aftershave splash for the discerning male sportsman.
‘Scientists have suggested that smell and the olfactory system are one of the oldest links between the mind and body,’ says Jean Liao, certified aromatherapist and formula designer for WILL.
As revealed in our 2013 Beauty Futures report, beauty brands are challenging the utilitarianism of sports skincare, launching products that enhance the user’s physical performance, offering them in premium packaging and marketing them emotively.