Seeing the Light with LED Face Masks

When it comes to skin care rituals, dermatologists and aestheticians are looking to technology to dial-up routines. (It’s 2024).

 

And they’re turning to the healing powers of light for anti-aging benefits. But we’re not talking about skin-damaging sunlight, but LED face masks. Red Light Wands work their magic too, and constitute the top-growing skincare devices on search in the US per beauty trend tracker Spate.

Red light wands have been all the rage as of late, with medium competition and Solawave as the sole market leader. The top-related keywords alongside red light wand are review, advanced, best, and benefit. These queries are consumer-driven, so while Solawave is the only brand leading the trend, consumers are casting a wider net in their vetting process. A pricey beauty treatment, consumers want more bang for their buck. 

 

Analysts say this consumer behavior presents a great opportunity for competitors of Solawave to invest in SEM and ensure they appear at the top of the page when a searchers keys in, for example, “best red light therapy wand.” Additionally, newcomers can market themselves as a Solawave dupe and send their product to TikTok creators who can showcase its usage and share their results over time. 

The thing about LED face masks is, unlike red light wands that require physical maneuvering around the face, these particular masks have ease of use —don and done. Currently, there are two market leaders: Dr. Dennis Gross and Neutrogena. These LED masks have different benefits depending on the LED used, but the top benefit searched alongside LED face masks is anti-aging. 

 

The top concerns searched alongside LED face masks are acne, aging and rosacea. These concerns present opportunities for brands to explain how LED face masks work as well as provide alternative solutions to address these specific concerns, per analysts. For skincare brands seeking to break into the space, Spate suggests bundling their bestsellers with an LED mask and selling it as rosacea and anti-aging kits.

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