Skin Care Masks Bolster Prestige Skin Care Sales

Forget caped crusaders; masks are coming to the aid of the prestige skin care market. According to The NPD Group, Inc., sales of prestige facial skin care masks grew in the US, UK, Italy and Spain during the 12 months ended June 2014, which helped drive 2% value increases for overall facial skin care sales in both the US and UK, and offset the segment declines in the latter two countries.

“Masks attract today’s consumers with the promise of immediate results in treating a variety of skin flaws,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc. “New formats, and formulations that address individual needs appeal to the consumer looking to try something different without spending a fortune.”

The segment is still relatively small in size, but masks have had a significant impact on the overall sales of the prestige facial skin care category for the past 12 months, particularly in the US. Facial masks significantly outperformed much larger segments, like facial moisturizers.

Facial skin care accounts for the majority of total prestige skincare sales in the US and Europe, and plays a strong role in the direction of the overall category.

American and European consumers are increasingly interested in facial skin care with a variety of benefits in addition to anti-aging, noted NPD. Spain has embraced facial masks, and products with benefits targeting eyes and lips. Consumers in the US, UK, and Italy are also placing an increased emphasis on the face. In addition to anti-aging, sales of products targeting cleansing, hydration, anti-acne, and toning for the face have increased compared to the 12 months ending June 2013.

“The skin care industry has an opportunity to continue to grow and evolve with this, and other budding categories, through innovative product offerings and messaging,” said Grant. “As we’ve seen with masks, new offerings can be a complement to existing products in a skincare regimen. Creating this connection, addressing the desire for immediacy as well as long-term results, ultimately benefits the total skin care business.”