A division of Kao hopes a new sheet mask can lift consumers’ moods during COVID-19. Kanebo is launching Smile Performer, a sheet mask “created to bring back smiling faces.” In a survey conducted last year, Kanebo researchers found consumers are weary of the expressionless mood that is a result of wearing a day in and day out.

According to Kanebo, people miss the opportunity to meet others and often feel they have no reason to smile under their masks. The survey confirmed that people cherish smiling faces for their positive effects on themselves and others. The survey was conducted in October in Japan of women ages 25 and 59 who purchased skin care products priced at 5,000 yen ($45.26 at current exchange rates) or more at department stores and cosmetics retail outlets.

 
How It Works
 
The Kanebo Smile Performer sheet mask lifts the cheeks, the corners of the mouth and jawline for about 10 minutes (the recommended period of use). Smile Performer is saturated with a serum that is said to adhere tightly and follows skin movement. The thick, highly elastic sheet material reportedly ensures a reliable seal and excellent conformance with skin contour. According to Kanebo executives, the mask remains firmly in place even as the face moves.
 
“Two lifters on either side of the lower half of the mask generate a gentle pressure to pull the skin up toward the temples,” explained Masae Uchikawa, brand manager, Kanebo. “Our test group has reported pleasing results, including firmer and more radiant skin.”
 
According to Uchikawa, beauty care face masks have become more popular than ever in Japan during the COVID-19 pandemic.
 
“If anything, rigorous skin care using face masks seems to be coming into its own,” he added.
 
That’s true in Japan and around the world. Last year, governments mandated non-essential retailers, such as department stores and salons, to close their doors. As a result, consumers turned to self-care, which provided a big lift for masks.
 
The Kanebo Smile Performer cotton linter pulp is produced from the short seed hairs of the cotton plant. The mask includes mallow flower extract, moon peach leaf extract, rice bran extract and methylserine. The mask’s fruity floral fragrance blends lily of the valley, rose and jasmine, all accented with Teatopia tea flower, according to Kanebo. Smile Performer retails for 5,500 ($49.78 at current exchange rates) for 4 33mL sheets. To reduce its environmental impact, the sheets are made entirely from cotton by-products with what Kanebo calls, “outstanding biodegradable properties.”
 
 
More Skin Care in the Game
 
Kanebo is launching several skin care formulas to complement Smile Performer. Lift Serum is billed as a “high-performance, anti-aging serum that tightens and lifts up the facial contour for an impressive sculpted look.” It promises to keep skin in a healthy condition while helping prevent roughness and dryness. The serum retails for 22,000 yen ($199.06). Also new is Enriched Off Cream, a cleansing cream that promises to leave skin soft and full of moisture ($31.67 for 130g). Refreshing Creamy Wash produces a rich, quickly foaming lather to remove dirt and leave skin feeling moisturized ($22.62 for 130g). Finally, Clear Cleansing Toner removes impurities and light makeup ($27.15 for 180ml). 
Color from Kanebo
 
These new skin care products follow closely on the heels of the brand’s August 6 launch of easy-to-use, gender-inclusive eyebrow liners and other color cosmetics items. An eyebrow shading pencil is said to draw beautifully and shapes the core of the eyebrows, adding natural shading. Pencils are available in two shades and retail for 4000 yen each ($36.19). A new eyebrow duo is a two-color powder that adds natural shading with soft and deep shades to create the desired eyebrow and eye zone look, according to Kanebo. It retails for 2,300 yen ($20.81). New clear eyebrow fixer imparts a dewy blue sheen that adds delicate, natural shading to each brow hair for beautifully-sculpted eyebrows that last 12 hours. According to Kanebo, the gender-inclusive design allows for use on the eyebrows as well as men’s beards. It retails for 3000 yen ($27.15). 

For lips, Moisture Rouge Neo is available in five colors, each formulated to envelop lips in intense color and glassy luster, according to Kanebo. The formula is said to keep lips hydrated and beautiful even after removal. Each color retails for 4000 yen. All of the color cosmetics are rolling out in stages to international markets.
 
With mask mandates still in place in some parts of the world, Kanebo may have jumped the gun by launching a new lip color. Still, Moisture Rouge Neo gives color cosmetics aficionados one more reason to smile.