Speedo leaves the water and grows 210% in the dermocosmetics segment

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“The apex of a brand is when the consumer trusts the brand to the point of using a product in their own skin.” This quote reflects well the new positioning of Speedo, which in addition to holding more than 80% of share of water sports, the company it also now reports 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 gained more and more space in this niche, offering products aimed at skin care, such as sunscreens.Today, in addition to e-commerce www.speedo.com.br, the product can be found in several points of sale, such as, for example, the drugstores Sao Paulo, Raia, Drogasil and Beauty on the Web.

Known for its tradition in swimming and water sports, Speedo decided to expand its performance 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. The products are tested in extreme conditions such as high performance athletes, such as olympic champion Ana Marcela, we depend on these dermocosmetics to ensure skin health during training and competitions. “Much used in the United States, we brought to our line a sunscreen bar. In addition to being much more practical for the application, we were able to focus on a small package, a product that yields many applications”, says Jalonetsky.

Among the products that stand out are high-strength sunscreens, after-sun moisturizers and formulas for skin recovery after long exposures to chlorine. All developed with the aim of offering effective protection and treatment, without giving up comfort and practicality this new line already has the recommendation of several athletes of 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 launches in this segment, which with the expectation of further consolidating its presence in the sports dermocosmetics market. The bet is on innovative products that complement the routine of athletes, reinforcing the commitment of the brand to the quality and well-being of its consumers.

With the increase in outdoor sports and the growing concern with self-care, the speedo is well positioned to continue growing, not only in the sports fashion market, but also in the dermocosmetics sector, where it already begins to stand out strongly.

E-Commerce

Speedo's e-commerce operation has achieved a impressive growth of 44% in 2024, compared to the same period of 2023, surpassing the revenue of the main physical store of the brand in Sao Paulo. This expressive result demonstrates the success of the company's strategy to integrate technological innovation with the consumer experience, connecting more broadly and effectively to the final public.

In recent years, Speedo has adopted a approach that prioritizes being present where the customer is“ focuses not on where we are, but on how we can understand and meet the needs and lifestyle of consumers with our products and services”, says Roberto Jalonetsky, CEO of Speedo.

To sustain this accelerated growth, the company has invested heavily in technology over the past three years, implementing virtual fitting rooms, artificial intelligence in digital and face-to-face service, as well as significantly improving its logistics structure and operational processesaccording to Jalonetsky, these advances were essential for the company to maintain the pace of expansion.