For 2015, market researcher Mintel puts mask sales in the States at close to $30m. And industry insiders believe that once this region’s consumers get better acquainted with the assortment and functions of mask varieties available worldwide, masking will be a common part of most people’s skin care routines.
Mënaji is actively advancing the category and believes that “the mask has become a staple in men's grooming,” as Pamela Viglielmo, president of Mënaji, puts it. “From industry reports to Instagram - every guy is multi-masking!”
To push the mask category with their own consumer base, the company is running a give-away promotion, sharing samples of its Deep Cleansing Masque with anyone who makes a skin care or cosmetics purchase from Mënaji next month. It’s a Kaolin and Bentonite clay mask that includes vitamins and anti-oxidants. And, it’s being sold as a 20-minute full face treatment and as an overnight spot treatment.
The company sampling initiative is ostensibly “to celebrate the rise in popularity of this unique men's grooming product,” according to a recent press release from Mënaji.
Mënaji holds fast to the essential differences between men’s and women’s skin care needs: “Our specially formulated Masque addresses the 20% higher oil production in men's skin that other clay and mud masks do not,” Viglielmo tells the press.
And, the company believes that multi-making will gain even more popularity in the men’s marketplace because it does so much, like cleaning beyond cleansing and letting consumers personalize their skin care according to seasonal and daily changes.
“A mask is a spa-like experience. Multi-masking forces you to cool down and relax while you wait for the treatment to work,” explains Viglielmo. “During this downtime you can be kind to yourself, concentrate on your breathing and meditate. It's only a few minutes but what a world of difference it does for your face and your health.”