It’s texture, for starts.
Angela Leung, founder of MyFaceworks, a skin care line based in Vancouver, Canada, saw an opportunity in the delivery of the mask itself. Her skin care line features facial masks made of soft pieces of material cut in the shape of a face and soaked in different types of nutrients and ingredients.
The range is available in three different types of masks, Non-Woven, Silk and Bio-Cellulose. Each mask fabric is carefully paired with active ingredients to maximize desired results, according to the company.
Products span from I Need to Open My Eyes— a revitalizing eye treatment made from cucumis sativus (cucumber) extract, sodium hyaluronate and niacinamide—to I Need To Wake Up, a vitamin C-infused mask that also features aloe barbadensis leaf juice and kiwi extract.
“Unlike traditional masks, MyFaceworks sheet masks are convenient and portable. You can get instant spa-like results in the comfort of your own home. You can customize your skin care regimen since each mask is individually soaked with different ingredients and nutrients and tailored for every skin type. It’s perfect for busy travelers as well as on-the-go moms,” Leung told Happi.
Cost and convenience are key for 2011, agree industry insiders. In 2010, skin care has remained the largest personal care category, accounting for 25% of total industry sales, according to data from Cosmetics & Toiletries USA 2010, a study by worldwide consulting and research firm Kline & Company. Due to the emergence of high-tech facial treatment offerings, the mask category is one of the fastest growing segments.
“The biggest trends in facial treatments are masks, scrubs and serums. With the recession, many people have had to cut back on trips to their skin care professionals and/or cosmetic surgeons. Instead of expensive facials and peels at a med-spa or doctor's office, people are opting for less expensive but effective at-home facial treatment products that provide real results,” noted Joni Rogers-Kante, founder and CEO, SeneGence International, Irvine, CA.
One such beauty product new to the marketplace is SeneDerm Solutions Endothermic Mask, which lifts and tightens the appearance of the skin, and helps to increase antioxidant properties within the skin’s structure and development stages. According to Rogers-Kante, it delivers a kinetic enzyme into the dermis, helping to plump and firm skin cells while, at the same time, smoothing and filling in fine lines and wrinkles. Both customers and SeneGence independent distributors tout it as a mini facelift in a bottle.
Christina Zehavi, founder, Christina USA, thinks function over form is another key attribute to a successfully selling facial product. She told Happi, “Facial treatments, masks and serums that actually work to regulate the functioning of the cells are a big trends right now. They work by helping the cells to defend against the aging process both biological and environmental.”
Christina’s FlourOxygen+C features a triple-acting formulation that reverses the signs of sun damage, photo-aging, and post acne damage that results in hyperpigmentation and discoloration of the face, neck and décolleté. Retinol, salicylic, glycolic, lactic and kojic acids perfectly balanced with vitamins C, E and bearberry extract lighten and eliminate discolorations, even skin tone and reduce UV induced pigmentation. FlourOxygen+C results in immediate visible lightening of the epidermis while working deeper to help regulate future melanin production.
“For facial treatments, serums and masks are big, especially when combined with anti-aging properties and components,” agreed Francesco Clark, president, Clark’s Botanicals, New York. “What’s great about skin care right now is that a lot of the products are gentle, yet effective; which means that those with sensitive skin can be more aggressive and proactive about anti-aging without irritation. Consumers now want something that will give them immediate results as well as long-lasting benefits.”
Clark Botanicals’ latest innovation is the Intense Radiance Mask, a “miracle” white clay mask that boosts collagen production for a smoother, brighter and more luminous complexion. Ideal for combination and aging skin, it combines four powerful agents: a proprietary collagen-boosting complex that prevents and reduces wrinkles while promoting elasticity and firmness; white genepi, a rare, Ecocert-certified organic alpine plant extract that clarifies and protects skin while delivering antioxidant, anti-inflammatory and anti-bacterial properties; algae extract with proven moisture-retaining properties that immediately lifts, tightens and strengthens connective tissue in the skin; and a highly effective tri-peptide complex that combats redness and skin irritation even as it repairs extracellular damage.
“Today’s consumers are sharp, performance driven, and tired of marketing hype. Consumers are looking for products that really work and are quick and simple to use, ultimately they want results they can actually see,” agreed Rogers-Kante, of SeneGence International. “Products that push the bar with new technologies making beautiful skin and health possible, will continue to flourish in the marketplace.”