The peak of a brand is when the consumer trusts the brand enough to use a product on their own skin. This quote reflects well the new positioning of Speedo, which, in addition to holding more than 80% of the aquatic sports market share,now also records a growth of 210% in the last 12 months, compared to the previous year, in the dermocosmetics segmentIn partnership with Pink Cheeks, the brand has been gaining more and more space in this niche, offering products focused on skin care, such as sunscreens. Today, in addition to e-commercewww.speedo.com.br, the product can be found at various points of sale, such as, for example, São Paulo, Raia, Drogasil and Beleza na Web drugstores.
Known for its tradition in swimming and water sports, Speedo decided to expand its operations to meet the demand of an audience that, in addition to performance, seeks skin protection in extreme situations.The success of this new product line, created in collaboration with Pink Cheeks, reflects consumer confidence. Products are tested under extreme conditions, such as high-performance athletes, such asOlympic champion Ana Marcela, which depend on these dermocosmetics to ensure skin health during training and competitions. "Very popular in the United States, we brought a stick sunscreen to our line. Besides being much more practical for application, we can concentrate a product that yields many uses in a small package," emphasizes 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 offering effective protection and treatment, without sacrificing comfort and practicality.that the athletes need. This new line already has the endorsement of several athletes from the Speedo team, who have used and approved the dermocosmetics in their routines.
In addition to the significant growth in sales, Speedo is already preparing new launches in this segment,with the expectation of further consolidating its presence in the sports dermocosmetics market. The focus 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 the practice of outdoor sports 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 is already beginning to stand out strongly.
E-Commerce
Speedo's e-commerce operation has achieved aimpressive 44% growth by 2024, compared to the same period in 2023, surpassing the revenue of the brand's main physical store in São Paulo. This impressive result demonstrates the company's success in integrating technological innovation with the consumer experience, connecting more broadly and effectively with the end audience.
In recent years, Speedo has adopted aapproach that prioritizes being present where the customer is, eliminating the old separation between online and offline retail channels. "The focus is not on where we are, but on how we can understand and meet the needs and lifestyle of consumers with our products and services," emphasizes Roberto Jalonetsky, CEO of Speedo.
To sustain this accelerated growth, the company has invested heavily 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.
