Facial masks: Amp up skincare beyond the glow

Facial masks – from sheet masks to sleeping masks – have become an appealing solution for beauty consumers to quickly nourish their skin without taking multiple steps. Despite the category’s time-saving benefit, it continues to focus on skin maintenance claims such as moisturizing and brightening. However, as greater skincare needs emerge, which are influenced by today’s lifestyle changes, facial masks need to attach themselves to new/different claims that can resonate with consumers whose perspectives about beauty are significantly shifting towards overall skin health. 

Address skin conditions such as acne

In India, our research shows that a healthy glow continues to be the most important skincare benefit for facial mask users (45%). At the same time, this consumer segment displays clear interest in skincare which promises to reduce acne and dullness (25% respectively) significantly more than the non-users, along with strengthening the skin barrier (21%). Brands can tap into these skin-solving benefits and explore ingredients such as cica, tea tree oil, Salicylic acid and oats, which are trending globally as troubled skin heroes.

For example, Puca Pure & Care Tea Tree Oil & Salicylic Acid Anti-Impurity Sheet Mask (Denmark) claims to cleanse and reduce skin problems and work against blemishes and pimples without drying the skin.

Source: Mintel GNPD

Leverage the ‘convenience’ positioning

Over one-third (36%) of facial mask users say that when purchasing a facial skincare product, being suitable for ‘on-the-go’ is an important factor they consider, and sheet masks have the main advantage of convenience. Aside from being ready to use from the package without mixing or being a mess to apply compared to other formats such clay masks or other DIY types of masks. Mintel’s 2017 Beauty and Personal Care Trend Back to Basics highlights how consumers will be re-evaluating their skincare regimes and adapting to fit new lifestyles where they have to travel to work and carry out other activities outside of home. 

Sephora’s launched 1 Minute Face Masks (various locations) come in a travel-friendly format and claims to be the perfect daily skincare product when time is lacking. The convenience factor can be the leading point for face masks as consumers are now resuming their pre-pandemic routines.

Source: Sephora

Showcase verifiable claims and sustainability

Carrying credible certifications, made with advanced science and technology and containing scientific ingredients are important factors that drive the purchase of facial skincare products for face mask users. Garnier’s Replumping Ginseng Mask (Singapore) claims to be infused with the power of science and clinically proven in 2 steps to provide stronger, replumped and instantly brighter skin in 15 minutes, featuring AHA and ginseng as key ingredients.

Source: Mintel GNPD

The clean beauty trend is also increasingly gaining traction among Indian consumers, which is perceived to be safe and good for the environment. Consumers with troubled/sensitive skin also tend to place more importance on the safety and efficacy of the ingredients, making them a likely group to favour natural and organic ingredients without synthetic and toxic chemicals and those made with advanced science and technology.

What we think

As the skincare category in India continues to grow, the gamut of products available can get overwhelming for consumers. Therefore, it is important that brands put in efforts to help facial skincare products such as face masks stand out from others by focusing more on targeted skincare that improves their overall skin condition. Sheet masks can leverage their convenience benefit to simplify the skincare regime.