Big beauty players like Estee Lauder and L’Oreal see facial masks as the wave of the future in skin care. Estee Lauder acquired the cult favorite, Glam Glow in Q4, 2014 seeing it as an opportunity to bring in a younger customer base. This was on the heels of L’Oreal’s acquisition of Magic Holdings, a Chinese based maker of facial masks. L’Oreal has long been interested in transdermal carriers to deliver the next generation of skin care solutions.

This time, the marriage of technology and ingredients are providing problem/solution approaches and actually do deliver. They often contain greater concentrations of active ingredients and moisturizers than serums, creams, or oils. Chemists can achieve such high levels because they don’t have to worry about the feel or blendability of a product. The sheet masks, which are sealed in single-serve pouches, also have extra efficacy because they are protected from the air, which can weaken important ingredients. The delivery system allows for ingredients to penetrate the skin better and therefore make them more effective.

Many facial mask lines use active natural ingredients which appeal to an ever evolving and growing wellness consumer. Ingredients like bamboo, aloe, mung bean, green tea, cucumber, and tea tree help deliver extra hydration. For anti-aging and firming solutions - pomegranate, cornus fruit, cranberries, olive oil and raspberries are rich in vitamins and anti-oxidants and promote tightening and boost elasticity.

Facial masks are appealing to all ages of women for a variety of different facial concerns – dullness, dryness, redness, wrinkles, and breakouts. These mask marvels appeal to those impacted by the “selfie” movement, which increased the importance of “picture-perfect skin”, as images become key communication tools. (Euromonitor Passport, April 2014) The better technology and delivery systems make these masks more potent and convenient. Facial masks complement the products women are currently use and act as a reset button for skin. Masks force women to slow down and take a “spa-cation”. Accessible price points make this instant gratification a “luxury for all”.

Feedback from consumers has been overwhelmingly positive. Online sentiments gleaned from Daymon Worldwide’s proprietary tool, Net Base, revealed a positive net sentiment and a high passion intensity score. This suggests that these products could also deliver on the emotional connection that brands seek and could encourage repeat consumers.

So what’s next in the world of facial masks. The US market is already seeing sleep masks – which are all the rage in Korea. We will see full facial mask lines as well as line extensions into current face care and beauty brands. We will see more face mask launches with exclusive beauty brands. We will see natural lines as well as clinical approaches. As seen at Cosmoprof in Bologna, the innovation pipeline will include part-specific formulas such as masks for lips, neck, eyes and the t-zone.