2015: The Year of the Chinese Mask

Various industry shows around Asia, like the 'Canton Beauty Expo' have been investing in dedicated areas for the sector to develop business as well as to explore the power of mask sheets/ treatments in the skin care routine.

In-depth topics around mask R&D technologies, brand promotion, Chinese consumer behaviour as well the industrial chain are attracting cosmetic suppliers and manufacturers from around the region looking to get a piece of the action.

Who knew the popularity potential of a face mask?​

The 'upgraded' Asian treatment trend has taken the skin care market by storm in the form of sophisticated sheets containing concentrated essence.

Take for example the market five years ago, the hottest concept then included a silk fabric which evolved to a plant fiber trend to more natural ingredient based treatments in 2015. 

Upgraded simple and easy to use treatments now claim to promote whitening, lifting, moisturizing, anti-ageing benefits, featuring the hottest natural based ingredients from broccoli to deep sea water, charcoal and even snake venom extracts.

This fast evolving segment is thus being represented at more and more beauty focused shows on the region.

Advances in innovation sees upgrade in capabilities ​ 

Materials have also been upgraded, as have the design of face masks, with 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​," says Asia expert Florence Bernardin.

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.