Seed to Skin’s Face Mask Targets Skintellectuals
With demand for face masks growing exponentially – forecast to reach $10.5bn globally by 2026 (Transparency Market Research, 2019) – smart brands are diversifying their offering to remain relevant in a saturated market. Italian naturals brand Seed to Skin is targeting hyper-knowledgeable skintellectuals with a multitasking product.
The Black Magic is a volcanic clay treatment that aims to detoxify and rejuvenate the skin in 20 minutes. The science-backed product works on the deepest layers of the skin, regardless of skin type.
To ensure the necessary vitamins, minerals and enzymes are supplied to the skin’s different layers, Seed to Skin has developed a molecular delivery system. The face mask’s firming and resurfacing properties are deployed by a patented oxygen complex. It regenerates skin cells by promoting collagen production, while reducing the appearance of wrinkles. Simultaneously, grapeseed extract gently exfoliates and activated charcoal deeply cleanses.
Face masks require commitment as they take time to deliver benefits. However, time-pressed skintellectuals are seeking easy-to-use solutions that produce the desired results quickly. “As the pace of the world increases, so does the consumer’s expectation of results. Where previously they may have waited four weeks to see results from a new skincare product, they now want them overnight,” said Noella Gabriel, co-founder of Elemis.
Seed to Skin is appealing to this savvy consumer group, who are looking beyond ingredient lists and questioning product efficacy. Brands should follow this example and win over these consumers through clever innovation.
The brand also taps into the growing trend for eco-friendly beauty manufactured using sustainably sourced naturals to create effective products with scientific claims. The wild ingredients are found locally on the brand’s farm in Tuscany, where the company offers additional support to its workers. For more, see Future Beauty: New-Era Naturals and The Great Beauty Green-Up.
To read more about this emerging cohort, see Selling to Skintellectuals: Beauty’s New Consumer and Is Your Product Performing Enough for Skintellectuals?