Lockdown & Mask-Induced Acne Surges
‘Maskne’ is now a beauty marketing term as wearing disposable or reusable face masks becomes the social norm, while lockdown-induced stress and environmental changes are causing unexpected acne issues for global consumers. The beauty industry is stepping in to help.
Consumers are experiencing increased instances of acne on areas of the skin typically covered by occlusive face masks, which chafe and hinder the regulation of fresh air. Global searches for ‘maskne’ and ‘mascne’ began emerging on March 29, and showed a significant rise in April through to June (Google, 2020).
Korean brand Dr.Jart+ has responded quickly with a curated selection of products on its e-tail site to “help prevent [maskne] and soothe the skin”. As a good example of a marketing shift, its Focuspot Blemish Micro Tip Patch (launched in 2019) is now being repositioned as a cure for mask-induced acne. The self-dissolving micropatches contain 65% hyaluronic acid, vitamin B3 and peptides to clear skin of excess sebum that can cause blemishes.
US Korean-beauty-inspired e-tailer Peach & Lily has also introduced the narrative to its offering, adding a curated selection of Maskne Essentials on its website after fielding lots of consumer questions about mask-induced acne.
Lockdown itself is also impacting the skin, with consumers taking to online forums such as Reddit to question the effects of increased isolation. Many are finding the lack of vitamin D and fresh air to be a factor, while others are picking their skin due to boredom. New product launches, such as US doctor brand Murad’s Clarifying Oil-Free Water Gel (launching in September) will resonate. The purifying lightweight hydrator claims to disrupt the bacteria-breakout connection by balancing the skin’s microbiome and minimising the impurities that can trigger irritation.
In Cosmetics in the Wake of Covid-19, we highlight how consumers are turning to beauty products at home to comfort, soothe and entertain. While brands can approach new beauty bugbears in the age of coronavirus as inspiration for new product development, a simple case of rebranding, or new educational marketing strategies, are equally as effective at aligning your output with new consumer needs.