Mask marketing: How facial mask creators are tapping into target audience demands

By Natasha Spencer

- Last updated on GMT

Mask marketing: How facial mask creators are tapping into target audience demands
Teens, natural and organic stories, dry masks  — all are dominating the burgeoning global facial mask skin care segment. But how can marketers embrace ingredient sourcing, innovative product launches and engaging social media strategies to communicate with consumers?

As the face mask segment continues to draw in busy and green consumers, we take a look at how brands can leverage its popularity to differentiate their market offerings. 

1. Snapping a selfie

Global intelligence company, Mintel, revealed that the face and neck care segment generated the largest number of new product launches (20%) for teens aged 13-17 of any beauty and personal care sector, between August 2014 and August 2017.

While this demographic has low purchasing power, indicating the importance of price in decision making, teens are influenced by iGeneration and Millennial shoppers.

And what are these generations influenced by? Learning about, enjoying and showcasing their love of facial masks by taking selfies.

The selfie culture has heavily influenced social media moments. Embracing this celebrity-loving past-time, face masks are giving friends, connections and communities a new reason to snap a selfie; and even more opportunity for brands to engage with them.

Petite Amie Skincare, for example, launched its Face Masque emoji campaign. The Taiwanese skin care brand used emojis to communicate the varying benefits of each skin mask to its target audiences.

In fact, almost 45% of US skin care shoppers aged 18-24 agree​ that facial masks provide an interesting and quirky opportunity to take a selfie. Although this reduces to 27% when analysing the entire US skin care user market, 39% agree that facial masks are a good pampering choice — indicating the popularity of these DIY products.

Led by the K beauty phenomena and the explosion of image-based social media platforms, Instagram and Pinterest, face mask diversification is on the up.

2. Health, safety and pleasant-to-touch

Conny Wittke, Founder and CEO of Beauty Ideas Group and Owner of ‘The Face Mask Authority’, nugg, has expanded beyond its rinse-off masks. It has now moved into the peel-off mask space to provide a “healthy, pain-free alternative”​ that will satisfy safety and natural consumer demands.

Active ingredients, botanical infusions​ and cleaning functions are evolving the skin care segment to respond to consumer decision-making factors such as efficacy, price and convenience while answering health-related demands.

Biotech and fermentation are also entering the facial mask sphere to inject innovation technology and formulation concepts to create the next era of face masks. The US skin care brand, Lena & Lina, for instance, uses biotech-created ceramide in its product collection​.

3. Results, ease and convenience

Along with price and safety, convenience is also a core consideration for consumers selecting facial masks. Consulting company, Kline, reveals that this skin care favourite is out in front when it comes to achieving instant and on-the-go efficacy due to its results-driven nature.

Tipped for personalised skin care lovers and travel-friendly audiences, dry masks present a convenient and hassle-free option​ for these consumers.

Dry mask producer, Biomod, recently announced its new skin care technology for men and women in four customisable steps. Marketed through its Drymask Boutique brand, Biomod, has developed customised dry face masks​ that offer various treatment formulas, along with multiple mask shapes and design prints.

Hydration, plant-based masks and digital strategies that offer advice and guidance on skin care routines ​are also gearing up to evolve the market further. Bioclarity is a skin care brand that is incorporating all of these by adding two new masques to its collection — one designed to hydrate and one formulated to clarify. 

The key takeaway for brands is to create fun and on-trend ways for consumers to connect, to positively impact your engagement levels and enhance brand loyalty.

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