ASICS 'Get The Glow' Campaign: Movement Over Skincare

ASICS has launched 'Get The Glow,' its first beauty-oriented campaign, promoting the idea that authentic radiance comes from physical movement rather than skincare products. The campaign features real people, including ASICS athletes, photographed post-workout without filters or retouching. It arrives amid a 43% increase in online searches for glow and a 375% surge in social conversations about achieving it instantly. Women spend an average of 22 minutes daily on skincare, totaling over 136 hours per year, while the global skincare market has reached $162 billion. ASICS cites research showing that just 15 minutes of movement can improve mood and mental well-being, making people more positive, confident, and radiant. Professional tennis player Zeynep Sönmez is featured, discussing how sport has been central to her life and how movement makes one shine from within. The campaign positions ASICS within the beauty debate by subtracting filters and products rather than adding them, a countercurrent move in a saturated market.