Facial masks part 3: Achieving premiumisation and sustainability

1. Why have facial masks resonated with APAC audiences?​

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.

Today, facial skin care masks have been made available and affordable, serving as mini pampering sessions for consumers to indulge in from the comfort of their own home. The ease of application with instant results adds to the appeal of a facial mask.

Overall, the growing usage of facial masks in wider Asia is largely because of the beauty item’s ability to offer consumers different skin care benefits in a convenient manner and short turnaround time. In this day and age, facial masks offer time-pressed consumers a quick beauty recharge.

2. How does the APAC facial mask sector differ to that of the US and European markets?​

A key difference lies in consumer usage. With the multimasking trend now coming into emergence and with consumers using masks up to twice a day, Asian consumers are evidently heavier users of the facial mask.

While this is something that we see less from the US or Europe, the facial mask is definitely expanding into these markets. This is evidenced by the increase in media reports as well as ‘endorsements’ by celebrities the likes of Lady Gaga, Drew Barrymore and Emma Stone, on social media.

We have also seen online stores that are bringing in all sorts of facial masks for consumers in the US or UK, for instance, because of their accessibility to these products.

3. What does 2018 look like for the facial mask sector?​

The facial mask will continue to be a vibrant sector, and it definitely shows no signs of slowing down. We will see more innovation around ingredients, textures, and formats come into play.

4. What are some of the key trends set to impact brands in 2018?​

Again, the premiumisation of mask offerings will play a big part in the year ahead. In 2018 and beyond, sustainability and awareness around environmental footprint will also impact decisions around the type of materials used in sheet masks and also packaging.