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Brief Published: 22 Sep 2020

Dermalogica’s Dual-Effect Face Mask Streamlines Routines

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Dermalogica's Hydro Masque Exfoliant

Tapping into the growing trend for streamlined beauty, US skincare brand Dermalogica has launched Hydro Masque Exfoliant in August 2020, a hard-working dual-effect product that smooths and renews the skin.

Promising results in five minutes, the cream formula mask delivers the skin brightening benefits of a face scrub, with mineral-rich exfoliating bamboo spheres that dissolve upon activation. Antioxidant snow mushroom provides hydration, holding 450 times its own weight in water; sugar beet and phytolipids from jojoba seed, sunflower and safflower strengthen the skin’s moisture barrier; and cucumber extract refreshes and soothes.

“During recent times I think we have all taken stock of the amount of stuffwe have in our lives and reflected on what really serves us,” Sally Penford, Dermalogica’s director of education, told Stylus. “Consumers are less comfortable in frivolous purchases and more mindful of whether a product truly enhances their life. There has been time to become better educated on skincare and therefore make informed choices on products that provide real results. We want high performance combined with simplicity.”

As explored in The Rapid Rise of Slow Beauty, today’s time-poor, minimalist consumers seek curated beauty routines with multi-hyphenate products. A huge 81% of global consumers consider living a less complicated lifestyle important to creating a feeling of wellbeing (GlobalData, 2019).

For more, see Lifestyle-Led Beauty: Disruptive New Drivers, Packaging Futures 20/21: The Logistics of Less, and Streamlined & Minimal.

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