Sportswear brand Puma and makeup brand Maybelline New York have collaborated to launch a collection which fuses beauty, fashion and sport into a high-performance makeup collection.
The Puma x Maybelline collaboration was designed with the always-on-the-go, do-it-all lifestyle of Generation Z and millennials top of mind.
“Our young consumer today prioritises an active lifestyle whether it be career, fitness or personally,” says Trisha Ayyagari, deputy GM of Maybelline New York.
“She’s always on the go, never settles and needs high performance products that keep up with her grind. The Puma x Maybelline Collection was created to do just that.”
With athleisure wear a booming category, Maybelline sought a partner who could help it create an “ultimate high performance, street style-inspired makeup collection”.
“This collection is truly the representation of the point where the gym meets the runway, a goal we strive for in everything we do for our female consumers,” said Adam Petrick, global director of brand and marketing at Puma.
“We believe that this first-ever collaboration will allow the Puma woman to move seamlessly from the gym to the street and provide her with the tools to look and feel her best.”
The 12-piece range includes a smudge-proof mascara for all-day fierce lashes, a metallic highlighter for an eye-catching chrome effect and a Super Stay Matte Ink long-wear lip colour in new limited-edition shades.
The products are packaged for on-the-go storage and use making them convenient for a quick post-workout touch up.
Puma ambassador Adriana Lima, known for her passion for athletics, fashion and beauty, will be the face of the campaign.