With the boom of K-Beauty, face masks are on consumers’ radar as something fun and indulgent they can do at home—and show off on Instagram. Younger consumers loves the fresh and fun experiences, while the Millennials are treating it like a spa-day at home.
Here are some fast facts about the face mask consumer and how they approach the category:
A Bird's Eye View:
Millennials: Masking is for Me Time
While masks resonate the most among younger consumers, there is significant opportunity among Millennials, who use face masks and peels for a pampering and relaxing experience at home. This generation has more disposable income but is still very willing to experiment with products. Therefore, Millennials are much more likely to use face masks at a higher frequency, turning to them for a personal, at-home spa treatment.According to Millennials:−29% say face masks are an affordable way to experiment−34% use face masks multiple times a week−47% say face masks are a good way to pamper themselves
The Future of Face Masks is BrightTrends indicate that by 2022, the population of women 25-34 is expected to grow by 10%. Considering this is the consumer that likes to experiment and has the money to do so, they will be key for driving growth in this category throughout the next decadeSpecialty skincare is starting to steal the spotlight, and face masks are at the forefront of that future.
Source: Mintel Facial Skincare & Anti-Aging US May 2018