Tennis champion Serena Williams enters her next chapter with a new lifestyle brand of performance care products designed to redefine and ritualize personal care. She has partnered with two CPG veterans to launch Will Perform, a line of cruelty-free, clean topical solutions for pain relief and daily muscle care designed to reimagine recovery, both as a concept and as a category. 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 .
Will Perform Public Benefit Corporation is an active lifestyle recovery brand to help everyone perform at their best. With Williams at the helm, the brand is redefining recovery as performance care through a modern take on topical pain relief and unique daily and nightly muscle recovery solutions.
With an authentic and inclusive point of view, and a line of thoughtfully designed clean and cruelty-free products, Will Perform aims to make recovery a welcome ritual in our daily lives so that we can stay active and healthy.
And yes, the lifestyle brand is named after the tennis star. “Once we started testing the names, and I saw the word will, it was perfect because it’s a tribute to my last name Williams, and it will work. The product will work and you will do better,” Williams tells ESSENCE.
The launch assortment includes five products, spanning four categories: Soothe, Refresh, Rest and Soothe. The “relief” and “cool” products offer pain relief, while the soothing and rest products offer daily skin and muscle care. When developing the products, Williams had a contemporary perspective in mind. “I felt more the need for a modern approach to pain relief and muscle care. And frankly, I couldn’t find the products I liked and needed on the market. So if we focus on a category like this, it might help people get back on their feet. I wanted to make that distinction of, if this works for me as someone who performs at a very high level every day, how much more would it work for other people? she says.
The unique line of products is intended to elevate today’s recovery category market by bridging the gap between performance and personal care in everyday life. According to Williams, recovery is a fundamental part of self-care. “It’s important because when you see the word recovery, you have to think of it as a ritual or a daily regimen. It shouldn’t be something you accept when you’re older. Recovery should be something you start doing when you are young. So when you get older, it’s easier,” she says.
Williams notes that her products are created out of her frustrating experience with recovery products. “When I played matches, I had to apply the product myself. I wanted to create a line that had a better application. Having an application where you don’t have to rub it in is very helpful,” he reveals.
In conceptualizing and developing Will Perform, he drew on experience from his nearly three-decade athletic career to add something to the sport he knew firsthand was underrepresented, starting with the way the sport has been marketed to specific demographics. . Williams and the team intentionally include the millennial and Gen-Z groups as their intended audience. “Recovery products have been framed in the past for certain ages. I want to change that. We should all embrace personal care and skin care. And now, with Will Perform, you can start to pull out and recover, whether it’s for pain relief or muscle care, it’s such an essential part of performance,” she says.
Williams and the team considered a long list of factors, including the effectiveness of the formula, ingredients, design, application and scent, to create a line of products that people can enjoy as part of their daily routine. In doing so, Will Perform is reframing recovery as performance care, a subtle but significant shift that Williams hopes will invite athletes and anyone with an active lifestyle to embrace the practice to ensure vibrant, healthy lifestyles, and, most importantly, personal care.
As for her grooming routine, Williams is continually working on and perfecting it. “I think one thing moms often struggle with is self-care. At the end of the night I have more time to myself and I end up using the Will Perform product because it contains magnesium which helps to soothe which makes me feel more relaxed and gives me a good night’s sleep but I need to go for a day at the spa That would be fine.”
Will Perform launches today on the brand’s website and at Target and Target.com beginning December 18.
Source: news.google.com