Face masks part 1: From salons to at-home pampering

In recent times, the facial mask segment has been answering Asia-Pacific (APAC) consumers’ preferences for revolutionary, convenient and effective skin care solutions.

Integral convenience​

Sharing her views on why facial masks have become as popular as they are, Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care, Mintel, revealed: “Time-pressed consumers who are seeking convenience are driving the growth of facial masks across Asia Pacific, and this has naturally led to facial masks becoming an integral part of many regular skin care routines.”​

An exploration of diverse ingredients, formulations and textures are fuelling this further. Distinctive innovations are now coming in various formats and materials, particularly “in terms of sheet masks—the pioneer of the facial mask sector”.​

The facial mask experience​

From the basic paper sheet masks sub-category alone, the APAC market has seen “formats including hydrogel, knitted masks, and rubber masks that are said to enhance the facial mask experience as well as soak in the concentrated contents that the mask can offer”​, Kwek highlighted.

APAC has continued to be synonymous with the production and rise of facial masks. Its popularity has grown considerably, however, and now features prominently in US brand portfolio ranges, where Korean-inspired beauty names are frequently emerging.

Changing home of facial masks​

Talking about the history of the facial mask, Kwek observed: “Facial masks used to be more common in salons at the end of a facial treatment as the last step of indulgence for the pores to soak in the goodness and concentrated essences a mask has to offer.”​

For today’s consumers, these are now both available and affordable, positioning the skin care application to the mass cosmetics buyer. As such, they serve as “mini pampering sessions for consumers to indulge in from the comfort of their own home”.​

This in-home benefit emphasises ease of application with instant results, which contribute to their consumer appeal.

2018 expectations​

In 2018, the facial mask sector continues to be a “huge”​ market and it will “continue to grow from strength to strength”.​

However, to move forward, attract more followers and “be referred to as innovative, the product needs to respond to unmet consumer demands beyond just the delivery of benefits or specified functionalities”, Kwek emphasised.  

The second part of this article will be published on Tuesday 21st November 2017.