“The pinnacle 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 besides holding over 80% market share in aquatic 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 space in this niche, offering products focused on skin care, such as sunscreens. Today, besides the e-commerce www.speedo.com.br, the product can be found in various retail points, such as drugstores São Paulo, Raia, Drogasil, and Beleza na Web.
Known for its tradition in swimming and aquatic sports, Speedo decided to expand its presence 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 the trust of consumers. The products are tested in extreme conditions such as high-performance athletes, like Olympic champion Ana Marcela, who rely on these dermocosmetics to ensure skin health during training and competitions. ‘Very popular in the United States, we brought to our line a stick sunscreen. Besides being much more practical for application, we managed to concentrate in a small package, a product that lasts for 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 offering effective protection and treatment, without compromising on the comfort and practicality that athletes need. This new line already has the recommendation of several athletes from the Speedo team, who have been using and approving the 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 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 increasing practice of outdoor sports and the growing concern for self-care, Speedo is well positioned to continue growing, not only in the sportswear market, but also in the dermocosmetics sector, where it is already beginning to stand out strongly.
E-Commerce
The Speedo e-commerce operation achieved an impressive growth of 44% in 2024, compared to the same period in 2023, surpassing the revenue of the brand’s main physical store in São Paulo. This significant result demonstrates the company’s success in integrating technological innovation with the consumer experience, connecting more widely and effectively with the end audience.
In recent years, Speedo has adopted a customer-centric approach, prioritizing being present where the customer is, eliminating the old separation between online and offline retail channels. “The focus is not where we are, but 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 heavily invested in technology over the past three years, implementing virtual fitting rooms, artificial intelligence in digital and in-person customer service, as well as significantly enhancing its logistics and operational processes. According to Jalonetsky, these advancements were crucial for the company to maintain the pace of expansion.
