ASICS LAUNCHES “BEAUTY” CAMPAIGN FEATURING POST-EXERCISE FACES TO SHOW THE GLOW THAT COMES FROM WITHIN

In a world of filters, flawless skin and increasingly complex routines, ASICS is highlighting the original way to “get the glow”: movement that lifts and refreshes body and mind. Today, the brand unveils the first “beauty’ campaign to feature post-exercise faces. No filters, no expensive skincare, no complicated routines. Just glow – powered by movement.

Get The Glow features individuals, including ASICS athletes, photographed moments after a run, walk, game or workout.  Expressions brighter. Confidence lifted. Each image captures the glow felt when the body moves and the mind lifts. The campaign launches as the global demand for glow intensifies. Online searches for glow-related skin terms have increased by 43% year on year, while social conversations about achieving glow “fast” have jumped by 375%, highlighting growing pressure to look radiant instantly.

Meanwhile, consumers are spending more time and money than ever in pursuit of glow. Women spend an average of 22 minutes a day on skincare – more than 136 hours a year – and the global skincare market has reached $162 billion. Routines are also becoming increasingly complex, with 74% of women having multi-step morning and evening skincare routines.

ASICS believes the original way to get the glow is through movement. Because glow is not something you apply, it’s something you feel. A visible marker of how movement transforms the mind. Because when you feel better, it shows. Research from ASICS shows that just 15 minutes of movement can help lift mood and positively impact mental wellbeing, helping people feel brighter, more confident and more positive.

Mr. Saurabh Sharma, Director- Marketing, ASICS India, said, “The idea of ‘glow’ today is often shaped by filters, fast fixes and multi-step routines. With ‘Get The Glow’, we want to reframe what glow really means. Rooted in the ASICS’ philosophy, ‘Sound Mind, Sound Body’, we believe true radiance begins with how you feel from within. Our research shows that even 15 minutes of activity can lift your mood, boost confidence and bring out a visible, natural radiance. Through this campaign, we want to inspire more people across India to choose movement as the simplest and most authentic way to feel and look better.”

By spotlighting real post-exercise faces, ASICS is encouraging people everywhere to get the glow through movement, not as a beauty shortcut, but as a simple, accessible step to support positive mental wellbeing.