Recent research in the field of sociology of consumption suggests that this shift is possible thanks to some trends in values, most notably those of efficiency and aestheticism (the sociologist Gilles Lipovetsky even asserts that “today, the vector of aestheticisation of the world is no longer art, but consumption”).
The sports and cosmetics markets are undoubtedly representative of these two trends: on the one hand the enhancement of efficiency, linked to sport performance, and on the other, the celebration of aesthetics, which is the main platform of the cosmetic offering. Both markets propose narratives that underline the emotional connotations linked to overcoming your limits, whether by achieving a strenuous sporting goal, or by warding off noticeable signs of fatigue on your face.
Sports and cosmetics have always addressed the concept of fatigue but, historically, they have done so in different ways: in sport, fatigue equals pain, whereas in cosmetics, fatigue is a symptom to be erased or hidden.
However, many common values can be identified. Some examples could be: innovative technology, innovative design, statement items, organic and vegan.
Focusing on these values gives a useful point of view to identify the profile of the new concept of fatigue, which is taken into account in order to attract existing and potential customers to practice sport as a way of taking care of themselves: terms such as energy, courage, control, experience, glamour, perseverance and effectiveness could, virtually, all become synonyms of fatigue.
Below is an example of the cosmetics applied to cycling, which clearly represents what has been said so far: the intersection of two markets that, considering the values that unite them, together redefine a central element of their offering – the concept of fatigue, which is potentially negative – turning this into something desirable.
