Preview: Holistic Athletes

Preview: Holistic Athletes

Global – Our latest tribe identifies a new beauty consumer, more likely to be running to fight wrinkles and eating to beat acne.

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LS:N Global case study Jonas Pinzke. Film and photography by David McGovern

Global – In our latest tribe Holistic Athletes we identify a new breed of beauty consumers who are more likely to be running to fight wrinkles and eating for their acne than tied to their dressing table.

  • Holistic Athletes take a 360-degree approach to beauty that prizes nutrition and exercise as much as creams and gels
  • An understanding of the negative impact that stress and lack of sleep have on their appearance informs these consumers’ interest in mindfulness

All of our Holistic Athletes have tailored their lifestyles to emphasise the link between brain, body and beauty: Inna Semenyuk, 31, a San Francisco-based entrepreneur who loves to analyse the data from her healthy lifestyle; Jonas Pinzke, 40, a creative director from Stockholm who champions a mindful approach to skincare; and London native Jessica Skye, 28, a yoga teacher and extreme sports junky who believes in back-to-basics beauty.

The Big Picture

For more on how beauty consumers are abandoning the department store for the gym and the kitchen, see our latest tribe Holistic Athletes.

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