Asia in Focus

Asian formulators up their game with multifunctional face masks

By Michelle Yeomans

- Last updated on GMT

Related tags Florence bernardin

Dr Ishii's mask is one of the products currently trending on Seoul's markets
Dr Ishii's mask is one of the products currently trending on Seoul's markets
Who knew the popularity potential of a face mask? Well not just any old face mask, but the upgraded Asian treatment trend that is promising the equivalent of a concentrated essence in a more affordable way...

The upgraded simple and easy to use treatments are said to be going down well with consumers on the region as they can now promote whitening, lifting, moisturizing, anti-aging benefits in a more affordable way.

As a matter of fact, the mask is supposed to be just like applying 2 to 5 or 6 doses of the best essence​,” our regional expert informs us.

This is the third edition of ‘Asia in Focus’: a series that hones in on segments offering the most opportunities for the industry right now; how best to enter these markets; and specific consumer trends and behavioural pattern breakdowns, from our experts on the ground, in the region, now.

This month is focusing on Seoul's markets where our expert, Florence Bernardin, having just returned from her most recent trip there, reports the popularity of ‘sheet’ masks comprised of the hottest natural based ingredients from broccoli to deep sea water, charcoal and even snake venom extracts.

Advances in innovation sees upgrade in capabilities ​ 

So what’s new about these products that have been around for the last decade or so? Well, Bernardin says they have been upgraded in terms of the material being used, the design as well as newly dedicated sections to treat specific areas.

"From bio-cellulose to silk, collagen gel and cotton lace, the Chinese market is innovating fast. Design has become the best way to create differences among competitors; such as 3D masks with a parted line in the center in order to create face volume​," she gives by way of example.

In addition to 3D design, the trend expert says over layering possibilities also increase the consumer’s perception of the benefits of the product, as if they were applying a double quantity of a serum for instance.

L'Oreal amongst brands investing in the area

According to Bernardin, the segment is now thriving to the point that global cosmetic giants such as L’Oreal are investing with the likes of its recent acquisition of the Chinese leader in this area, 'MG' last august, which obtained 26.4% of market share of these products in 2012.

“Whether in unitary form or per promotional pack of 10 pieces, most brands have invested in these products​,” she concludes.

Florence Bernardin is the CEO of 'Information & Inspiration', an agency that specialises in all that is the cosmetics industry in Asia, and will be back on the region next month reporting on what matters.

If you would like to see our expert look into specific topics on their next trip, please contact us via the editor button below for consideration.

Related topics Market Trends

Related news

Show more