Tanya is Mintel’s Magnificence and Private Care Analyst based mostly in Mumbai. She specialises in analysing and offering insights on India’s magnificence and private care market and client traits.
Facial masks – from sheet masks to sleeping masks – have grow to be an interesting resolution for magnificence shoppers to shortly nourish their pores and skin with out taking a number of steps. Regardless of the class’s time-saving profit, it continues to deal with pores and skin upkeep claims akin to moisturizing and brightening. Nevertheless, as better skincare wants emerge, that are influenced by right this moment’s life-style modifications, facial masks want to connect themselves to new/totally different claims that may resonate with shoppers whose views about magnificence are considerably shifting in direction of total pores and skin well being.
Handle pores and skin situations akin to zits
In India, our analysis exhibits {that a} wholesome glow continues to be a very powerful skincare profit for facial masks customers (45%). On the similar time, this client phase shows clear curiosity in skincare which guarantees to cut back zits and dullness (25% respectively) considerably greater than the non-users, together with strengthening the pores and skin barrier (21%). Manufacturers can faucet into these skin-solving advantages and discover substances akin to cica, tea tree oil, Salicylic acid and oats, that are trending globally as troubled pores and skin heroes.
For instance, Puca Pure & Care Tea Tree Oil & Salicylic Acid Anti-Impurity Sheet Masks (Denmark) claims to cleanse and scale back pores and skin issues and work towards blemishes and pimples with out drying the pores and skin.
Supply: Mintel GNPD
Leverage the ‘comfort’ positioning
Over one-third (36%) of facial masks customers say that when buying a facial skincare product, being appropriate for ‘on-the-go’ is a crucial issue they take into account, and sheet masks have the primary benefit of comfort. Apart from being prepared to make use of from the bundle with out mixing or being a multitude to use in comparison with different codecs such clay masks or different DIY varieties of masks. Mintel’s 2017 Magnificence and Private Care Development Again to Fundamentals highlights how shoppers will probably be re-evaluating their skincare regimes and adapting to suit new life the place they should journey to work and perform different actions outdoors of house.
Sephora’s launched 1 Minute Face Masks (varied areas) are available a travel-friendly format and claims to be the proper every day skincare product when time is missing. The comfort issue might be the main level for face masks as shoppers at the moment are resuming their pre-pandemic routines.
Supply: Sephora
Showcase verifiable claims and sustainability
Carrying credible certifications, made with superior science and know-how and containing scientific substances are necessary elements that drive the acquisition of facial skincare merchandise for face masks customers. Garnier’s Replumping Ginseng Masks (Singapore) claims to be infused with the ability of science and clinically confirmed in 2 steps to supply stronger, replumped and immediately brighter pores and skin in quarter-hour, that includes AHA and ginseng as key substances.
Supply: Mintel GNPD
The clear magnificence development can be more and more gaining traction amongst Indian shoppers, which is perceived to be protected and good for the setting. Customers with troubled/delicate pores and skin additionally have a tendency to put extra significance on the security and efficacy of the substances, making them a probable group to favour pure and natural substances with out artificial and poisonous chemical substances and people made with superior science and know-how.
What we predict
Because the skincare class in India continues to develop, the gamut of merchandise obtainable can get overwhelming for shoppers. Due to this fact, it will be important that manufacturers put in efforts to assist facial skincare merchandise akin to face masks stand out from others by focusing extra on focused skincare that improves their total pores and skin situation. Sheet masks can leverage their comfort profit to simplify the skincare regime.
