The Instagram and social media craze for multi-masking - the fact to use multiple masks simultaneously on different zones of the face - is stimulating a huge growth in the face mask market. While skincare masks account for just 1.6% of the total women’s skincare market in the UK, the category reported double-digit growth in the YTD October 2015 where it increased by 22.8% vs. the same period last year to reach a total value of 6 million pounds (8.22 million euros), according to The NPD Group.
Multi-masking mania - The mask market has witnessed steady growth over the past three years which accelerated in 2015 due to the popularity of multi-masking. In the UK, the market has increased from £3,890,385 in YTD 2012 to £5,977,414 in YTD October 2015.
According to The NPD Group, growth has come from new launches and an increase in unit sales which rose to 187k unit sales in the YTD October 2015, rising 22.3% on the same period last year.
“Masks have been growing in popularity over the last three years, but the Instagram craze for multi-masking stimulated huge growth in the market. Customers began experimenting with two or three masks at one time and this trend really took hold in the UK. Emerging early in 2015, it has become the ‘must-try’ skincare trend of the year, it was pioneered by beauty bloggers and Instagram influencers who demonstrated the trend, sharing their pictures online. This frenzy of online activity saw consumers spending more on masks so they can experiment with this innovative method of treating the skin at home,” explains June Jensen, Director U.K. Beauty for The NPD Group.
According to The NPD Group, skincare remains a vital sector within the prestige beauty market. The total value of women’s skincare market represents about 24% of the total British prestige beauty market. Specialist products like masks and cleansers are key to sustain the growth of the market.
“The recent growth in the mask market, fuelled by the trend for multi-masking is important in a number of ways. Firstly it’s boosting the prestige skincare market by increasing sales, whilst ensuring that customers are exploring new products and experimenting with new lines in different ways. It also demonstrates the role that beauty bloggers and Instagram influencers have on the sales of beauty products,” concludes Jensen.