UK prestige beauty mask market accelerates says NPD
Social media trends have helped the UK prestige face mask market grow by 43% in the eight months between January and August, according to a new report from global information company NPD.
The Sunday Facial trend, driven by Glamour Magazine beauty director Alessandra Steinherr, and the hashtag #spaathome have encouraged consumers to share their skincare beauty routines and home spa rituals on Instagram, boosting the sale of prestige facial skincare products by 7%, with sales reaching £282 million during the period.
“The concept of creating personalised home spa rituals is not necessarily new,” says Helen Duxbury from NPD UK. “What is different is how this trend is being driven by social media. We are seeing huge growth in skincare products that are central to any spa facial in the home. Influencers, bloggers and beauty editors alike are sharing their stories as part of the Sunday Facial trend, where participants share their skincare facial regime and results online. This is boosting the sales of face masks, hair masks, facial oils and overnight treatments.”
High-end face masks reported the strongest growth during the year to August, increasing 43% on the prior year’s period. Valued at £10 million, the market is expanding with new ingredients and options, as consumers added clay and mud face masks (up 121% in the period) and sheet masks (up 34%) to their beauty routines.
Prestige cleansers also enjoyed a healthy sales lift during the period, increasing by 6% on the previous year. Skincare toners and lotions grew by 10% and moisturisers increased by 7%, said NPD.
Facial oils are becoming an emerging category trend, with sales up 13%.
Duxbury said: “The popularity of skincare products to create an at-home spa ritual have had a big impact on the prestige beauty market. We have witnessed the emergence of face masks as a niche skincare segment that has proved hugely popular with consumers. This not only boosts the retail offering for brands, it also engages consumers on a deeper level with the brand and its story.”
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