Japanese sportswear brand Asics has unveiled its first “beauty” campaign which spotlights post-exercise faces.

Titled ‘Get the Glow,’ the campaign features photos of people after they have exercised and aims to capture the “glow” people feel when they move.

Global head of marketing at Asics Gary Raucher said: “Asics was founded on the belief that when you move your body, you move your mind. Long before the beauty industry was bottling glow, people were achieving it naturally through movement.

“In a culture where glow is often manufactured, we want to spotlight something real. The most meaningful glow starts on the inside through movement.”

The marketing drive comes as the internet has seen an increased demand for glow. Online searches have increased 43 per cent for glow related skin terms and conversations about achieving glow quickly have grown by 375 per cent.

Consumers are also spending more money and time on achieving that radiant look, with women spending an average of 22 minutes a day on skincare.

But Asics believe that the way to achieve glow is through movement as its “not something you can apply but something you feel”. Research from the brand highlights that 15 minutes of movement can raise people’s moods and help their mental wellbeing.

Professional tennis player at Asics Zeynep Sönmez said: “I love how I feel after playing tennis and moving my body. Sport has always been a huge part of my life, and I’ve been drawn to tennis ever since I was a child.

“I’m so excited to work with Asics on this initiative because I truly believe that movement has the power to uplift you and help you glow from within. I’m passionate about sharing that message and inspiring others to experience it for themselves.”

Click here to sign up to Retail Gazette‘s free daily email newsletter