The pinnacle of a brand is when the consumer trusts the brand to the point of using a product on their own skin.This quote reflects well the new positioning of Speedo, that holds over 80% of the share of water sports, now also records a growth of 210% in the last 12 months, compared to the previous year, in the dermocosmetics segment. In partnership with Pink Cheeks, the brand has been gaining more and more space in this niche, offering products aimed at skin care, like sunscreens. Today, beyond e-commercewww.speedo.com.br, the product can be found in various points of sale, how, for example, the São Paulo drugstores, Raia, Drogasil and Beauty on the Web
Known for its tradition in swimming and water sports, Speedo decided to expand its operations to meet the demand of an audience that, besides performance, seeks skin protection in extreme situations. The success of this new product line, created in collaboration with Pink Cheeks, reflects consumer confidence. The products are tested under extreme conditions such as, for example, high-performance athletes, how theOlympic champion Ana Marcela, that depend on these dermocosmetics to ensure skin health during training and competitions. "Very commonly used in the United States", we brought a stick sunscreen to our line. In addition to being much more practical for the application, we managed to concentrate in a small package, "a product that yields many applications", highlights Jalonetsky
Among the standout products are high-resistance sunscreens, post-sun moisturizers and formulas for skin recovery after long exposures to chlorine. All developed with the aim of providing effective protection and treatment, without giving up comfort and practicalitythat athletes need. This new line already has the recommendation of several athletes from the Speedo team, who have used and approved dermocosmetics in their routines
In addition to the significant growth in sales, Speedo is already preparing new releases in this segment, with the expectation of further consolidating its presence in the sports dermocosmetics market. The bet is on innovative products that complement athletes' routines, reinforcing the brand's commitment to the quality and well-being of its consumers
With the increase in outdoor sports practice and the growing concern for self-care, Speedo is well positioned to continue growing, not only in the sports fashion market, but also in the dermocosmetics sector, where it already starts to stand out strongly
E-Commerce
Speedo's e-commerce operation has achieved aimpressive 44% growth by 2024, in comparison with the same period of 2023, surpassing the revenue of the brand's main physical store in São Paulo. This impressive result demonstrates the success of the company's strategy in integrating technological innovation with consumer experience, connecting more broadly and effectively with the end audience
In recent years, Speedo adopted aapproach that prioritizes being present where the customer is, eliminating the old separation between online and offline retail channels. "The focus is not where we are", but rather how we can understand and meet the needs and lifestyle of consumers with our products and services, highlights Roberto Jalonetsky, CEO of Speedo
To sustain this accelerated growth, the company has heavily invested in technology over the past three years, implementingvirtual fitting rooms, artificial intelligence in digital and in-person service, in addition to significantly improving its logistics structure and operational processes. According to Jalonetsky, these advances were essential for the company to maintain its pace of expansion
