Sunday Facial drives increase in mask sales

The market for the sale of prestige face masks in the UK reported an increase of 43% in the six-month period January 2017 to end of August 2017 according to new research.

Clinique, Glamglow, Liz Earle, and Origins have been named as the leading facial mask brands according to the research conducted by The NPD Group. Valued at £10 million, this emerging market is driving sales and engaging consumers with a multi-layered approach to skincare. Clay and mud face masks grew 121% in this period, and sheet masks, the latest development in this sector, grew by 34%.

The sale of cleansers, masks, facial oils, hair masks and overnight masks all reported impressive growth as the nation embraces the dual Instagram trends of the Sunday Facial and spa-ing at home.

The market for the sale of prestige facial skincare continues expand, reporting growth of 7% in the year to August 2017 with sales of £282 million. Social media is said to be driving this trend as Instagram users share their home spa rituals and facial routines online. The hashtag #spaathome has been used over 35,000 times and the concept of the Sunday Facial has been championed by skincare therapists, bloggers and the Beauty Director of Glamour, Alessandra Steinherr.

Cleansers are at the heart of any spa-at-home or Sunday Facial ritual. Double cleansing is widely accepted as essential step for great skin and the sale of cleansers in the prestige beauty market grew 6% in from January 2017 to August 2017 compared to the same period in 2016. Skincare toners and lotions grew by 10% and moisturisers grew by 7%. The sale of facial oils, an emerging skincare trend which often replaces or enhances a night cream, reported growth of 13%.

Helen Duxbury, Senior Account Manager, NPD UK Beauty says:

“The concept of creating personalised home spa rituals is not necessarily new. 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.”

Duxbury concludes:

“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.”