Serena Williams, tennis champion, entrepreneur, designer, founder and managing partner, teamed up with two CPG veterans to launch Will Perform, a line of topical pain relief and daily muscle care solutions that are clean and free of cruelty, designed to reinvent recovery, both as a concept and a category.
Aimed at athletes and anyone who leads an active lifestyle, the launch assortment will include five products, spanning four categories:
Relieves pain Roll-On and spray: A pre- and post-workout pain relief roll-on and spray made with 4% lidocaine and a unique botanical blend to support holistic wellness. The quick-drying, non-sticky formula provides fast pain relief.
WILL Refreshing Pain Relief Roll-On: A refreshing pre- and post-workout roll-on made with menthol, camphor and a unique botanical blend to support holistic wellness. The quick-drying, non-sticky formula provides fast, icy relief from muscle and joint pain.
WILL Soothe Daily Soothing Muscle Lotion: A soothing daily lotion that helps give muscles and skin the daily love and care they need. Formulated as a powerful ultra-moisturizing blend of magnesium and ceramides to support optimal recovery, the hydrating lotion offers a soothing daily recovery blend.
Will Rest Overnight Muscle Recovery Lotion: An overnight recovery lotion that helps muscles and mind rest and relax at night. Formulated with a serene blend of Lavender and Geranium to support sleep and infused with Magnesium and Vitamin D for recovery, the rich formula offers a relaxing nighttime recovery blend. Use it on the shoulders and neck before bed.
Relieve and Cool products offer pain relief, while Soothe and Rest products offer daily skin and muscle care. This line aims to elevate the usage occasions of the current recovery category as well as create new usage occasions that bridge the gap between performance and personal care in everyday life.
“Recovery has played an integral role in my professional performance and success. It is a practice that can benefit anyone with an active lifestyle. That belief is what inspired us to develop a line of products that focuses on your muscles and can be incorporated into your daily-care routine,” says Williams.
Williams co-founders are Hank Mercier, a seasoned CPG executive and CEO of Will Perform, and Eric Ryan, the serial entrepreneur behind the green home brand method, nutrition brand OLLY, and first aid brand Welly .
“I love turning the mundane into a new experience that consumers will be excited to incorporate into their daily lives,” says co-founder Eric Ryan. “You can’t expect people to embrace a ritual if it’s not pleasurable, and that’s where Will Perform feels really disruptive. These are beautifully designed and thoughtfully formulated personal care products that consumers will be eager to use.”
Will Perform launches DTC on December 8 and in Target stores and on the Target website beginning December 18.
Source: news.google.com