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Brief Published: 16 Oct 2018

Patchology Targets Teens with Moody Face-Mask Range

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Patchology

With demand for face masks growing exponentially in global markets – forecast to reach $337m by 2024 (Transparency Market Research, 2017) – smart brands are now creating diverse and nuanced offerings in this category. US skincare brand Patchology is targeting a new audience with the launch of its Moodmasks, a range that specifically caters to younger skin types.

Patchology’s evolving product line includes three face masks that have been designed to work with teens’ ever-changing “skin moods”, ranging from inflamed and acne-prone, to dull and dehydrated. For example, Just Let It Glow is aimed at those with lacklustre skin, guarding against harsh environmental factors like pollution and debris. Together, pear fruit and seaberry extracts moisturise and deliver antioxidants to the skin.

In the past, Patchology has targeted older millennials, but with the launch of Moodmasks, the brand is tapping into the lucrative teen market. Its latest venture feeds into Gen Z’s enthusiasm for effective and targeted skincare products: US teens’ spending in this category has increased by 18% year-on-year (Piper Jaffray, 2018).

In addition, the brand has simplified lengthy skincare routines, a move that appeals to Gen Zers – time-saving innovations that deliver quick results are key when targeting this consumer group. Each mask boasts multifunctional properties – for instance, The Good Fight treats redness and breakouts while exfoliating and brightening the skin. The masks will be priced accessibly at $6.55 each.

To read more about beauty innovations for Gen Z, see our reports Teen Beauty 2018, Tweens: An Expanding Make-Up  Category and Teen-Targeted Beauty: Retail. For deeper cross-category insights into Gen Z, see our reports 10 Youth Trends to Watch and Teen Media Trends.

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