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Brief Published: 9 Aug 2016

Beauty Innovation: Waterless Face Masks

Nannette de Gaspé waterless masks

Capitalising on the snowballing niche-skincare market, luxury French-Canadian beauty brand Nannette de Gaspé has produced a collection of completely waterless face and body masks. The high-tech products are designed to provide more skin benefits than their water-packed counterparts.

Launched in May 2016, the dry fabric masks treat the face, eyes, neck and hands. Anti-ageing marine extracts and brightening tetrapeptides provide hydration, penetrating the skin’s multiple layers through a technologically advanced micro-delivery system. 

The specialist formula is made up of 87% active ingredients and is embedded in a trademarked techstile fabric sourced from Japan. Once applied and massaged gently, the product is delivered directly into the skin and continues to treat it for hours after the 15-minute process has been completed.

The product’s hook is its rejection of traditional wet mask applications (many are 85% water), which can lose efficacy due to evaporation. For more on waterless beauty solutions, see Beauty: New Ways with Water.

The residue-free masks can also be reused three times before disposal, tapping into on-the-go and long-wear concepts that appeal to modern, time- and money-poor consumers. For more, see Rethinking Beauty: Fast Consumption

The face-mask category reported a sales increase of 22.8% in the 12 months to October 2015, taking its total value in the UK that year to £6m ($8m) (The NPD Group, 2015). For more on technologically advanced facial masks, see Rethinking Beauty: Digital Worlds and Smart Beauty: Connected Face Mask.