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Brief Published: 17 Jan 2019

Stick It: Disruptive Skincare Packaging

Milk Makeup

Savvy brands are replacing bulky beauty packaging with fresh, portable formats. We spotlight two brands that have developed skincare sticks for active, time-poor consumers hungry for performance products.

  • Portable Face Masks: Edgy New York skincare and make-up brand Milk Makeup has launched two compact and multifunctional clay face masks in travel-sized, easy-to-apply twist-up sticks.

    Foregoing the usual bulky glass jars, the sticks offer a precise and mess-free application method. The format has also been adopted for the brand’s skincare and colour cosmetics packaging.

    The Watermelon Brightening Face Mask aims to brighten and hydrate the skin in a few swipes, with hero ingredients including watermelon and prickly pear restoring the skin’s glow. Meanwhile, the Matcha Detoxifying Face Mask is packed with kombucha and witch-hazel to shrink pores and absorb excess oil.

    The concentrated, lightweight formulas enable users to apply less product than a traditional face mask while achieving similar results. Downtime is also significantly reduced – the brand claims all of the ingredients are absorbed into the skin in just five to 10 minutes.
  • Activated Serums: As the sports beauty market continues to grow, active consumers are seeking products that enhance their daily routines. UK skincare clinic FaceGym has created conveniently packaged serum sticks for fitness enthusiasts.

    Launching in March 2019, the Training Sticks are motion-activated, so as wearers warm up, active ingredients are released to prep the skin. Once the formula comes into contact with sweat, the encapsulated actives – such as papaya to brighten and spirulina to lift – are absorbed into the skin.

    In addition, FaceGym’s Training Sticks save consumers time by removing the need to apply additional creams and serums post-exercise, as the skin-boosting effects last up to five hours.

    We predict that products that maximise the side effects of workouts (such as sweat) will become increasingly popular among the active community. For more on strategies targeting the sports community, see Sports Beauty Steps Up and Beauty 360.

To read more about time-saving beauty and portable packaging, see Agile Beauty, Streamlined & Minimal: Fresh Beauty Directions  and Packaging Futures: In-Transit.