Whether it’s dryness, redness, sebum overproduction, or irritation, face masks are perceived as an instant solution for a variety of skin complaints. This is particularly the case in light of the rise of K-beauty through 2015-16, where masks were marketed as an intensive skin conditioning extra step in elaborate routines. This trend is reflected in NPD, where global growth index rose from 118 to 323 between 2015 and 2020 (Mintel, 2020). Also inspired by K-beauty trends, these launches tended to carry clean, green, and vegan claims.
This is ramping up more as the trend expands outside of the Asia-Pacific market, especially as naturally-inspired DIY beauty treatments target consumers who remain wary of visiting beauty salons during the COVID-19 pandemic. Equally, DIY innovations also align with an increased focus on self-care, as consumers look to BPC as a way to unwind during these uncertain times. Here, we look at the mask trend as it relates to Asian influences and how BPC can exploit these concurrent movements.
From Asia to the world, skin conditioning is growing
As the mask trend continues to grow via K-beauty influence, the priorities of the Asian consumer are equally gaining international clout. Right now, it looks like the future of cosmetics will continue to come out of Asia: currently, China and Japan represent 35% and 20% of the facial skin care market growth respectively, compared to the 9% of the United States. These countries also lead mask patent activity, along with South Korea (Mintel, 2020).
Furthermore, Asian consumers look for skin conditioning products that promote a soft, velvety texture. This influence is reflected in the strong growth in moisturizing claims in other markets. Since 2018 and into this year, facial moisturizer has enjoyed a sustained 15% growth while other segments have declined (Mintel, 2020).
Mechanisms for a velvety-smooth result
To meet this idiosyncratic yet increasingly influential velvetiness demand, BPC brands developing new mask products should feature emollient action. Emollient agents are substances that promote softness and evenness, giving the skin elasticity and an effective barrier function. These substances should correct any roughness on the skin’s surface, resulting in a smooth, uniform feel.
However, to achieve the desired velvety finish, it is important that the product has good extensibility and a non-sticky feel. With the right active and functional ingredient blend, the consumer can enjoy the sensorial experience of applying the product as well as the results. This is especially important as we seek to appeal to consumers during the pandemic, where people all over the world look to BPC to de-stress (Mintel, 2020).
Provital’s ingredient for the ultimate emollient mask
Whitesense™ is a plant-based cosmetic ingredient developed to provide a sensory experience and a velvety finish. By re-creating the sensation of the white flowers pale rose, jasmine, and daisy, this floral concept results in soft, smooth skin. Provital has developed this ingredient to give added value to the final product, giving the consumer a sensory experience beyond the benefits of the other ingredients contained in the cosmetic.
With naturally derived, comforting ingredients, Whitesense™ also responds to the demand for natural, green products as part of a calming self-care routine. With immediate softening results thanks to its fast-acting skin conditioning properties, Whitesense™ is the perfect addition to any face mask.