Face masks part 2: Meeting unmet consumers needs is crucial

We asked Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care at Mintel what new arrivals such as these mean for facial masks in the coming years and how brands need to respond to their target consumers. 

As Mintel’s Global Beauty & Personal Care 2025 Trends report identified ‘Gastronomia’ as a key focus for many brands, we delved into the natural trend with a DIY twist​. The trend focuses on natural extracts, ethical beauty and at-home applications, and how these are coming to the forefront of beauty in APAC.

Gastronomic proportions​

Wafood Sake Lees Face Pack from Japan is a great example of the Gastronomia trend. The product uses leftover yeast from sake fermentation and ageing. Cucumber, yuzu Japanese citrus and rice bran ferment filtrate are added to help create the appearance of healthy and youthful-looking skin.  

Hanyul Pure Artemisia Mask from South Korea also leverages the Gastronomia trend and the relationship between the cosmetics and food and drink industries. It uses ingredients and formats, and combines these with interactive beauty and consumer preferences. The result of this is the launching of its clay mask that uses the traditional herb, mugwort.

A skin care solution to suit you​

Innovations are popping up all over Asia, with customisation high on the agenda when it comes to new product launches​.

Singapore’s Skin Inc has released Multi-Masking Facial In-A-Flash, which is described as the world’s first customisable ‘facial in a flash’ mask series and offers nine different mask combinations to provide a variety of benefits and overcome skin care concerns.

Tech application​

Cutting-edge technology is being applied to provide dedicated skin care support.

Avon Solutions Multi-Action Invisible Mask in China positions its product as a breathable invisible mask that uses a botanical micro fibre to moisturise the skin.

Tackling skin care during sleep is Laneige Special Care Eye Sleeping Mask from South Korea. The product uses caffeine-based sleep circular technology and provides a simple and quick eye massage using a ceramic ball applicator.

Notably in APAC, each region and market is unique in its own way, and this creates “unmet demands”​ sitting within the various regions and countries, Kwek went on to say.

Brands can tap into this uniqueness with the facial mask concept by understanding their target audiences and the individual masks more to build engagement and loyalty.

2018 and beyond​

As a result, Kwek went to say: “To stay ahead of the curve of innovation within the fast-paced beauty industry, the criteria of meeting and responding to unmet consumer needs will remain crucial.”​

Ultimately, new products may lead to saturation, and as a result, consumers will become less easily impressed with elements of product functionality such as ingredients or textures.

Commenting on how the facial mask segment will change in 2018, Kwek noted: “Consumers see facial masks as an alternative to their different skin care products packed into one...to deliver similar, if not more positive, results within a shorter turnaround time.”​

A case in point​

For instance, the mask primer is a product extension inspired and derived from the facial mask trend. “Who would have thought that a primer, a similar concept to that of a makeup primer, would be an interesting one chosen to fill the ​gap within the facial mask space?”​ Kwek asked.  

“Whether the mask primer is truly effective is subject to individual preference and skin needs, but the idea is there,”​ Kwek concluded.