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Brief Published: 29 Jun 2016

The Body Shop Taps Into Multi-Masking

The Body Shop Superfood face masks

Driven by the multi-masking trend and the growing potential of the niche skincare market, British cosmetics brand The Body Shop is launching a range of expert face masks targeting individual skin concerns. The paraben and sulphate-free range – set to launch in August 2016 – includes two clarifying formulas and three nourishing offerings. 

The Himalayan Charcoal Purifying Glow Mask offers a detoxifying mix of green tea leaves, organic tea-tree oil and bamboo charcoal to unclog pores and smooth the skin, while the Chinese Ginseng & Rice Clarifying Polishing Mask aims to tone, moisturise and brighten. For nourishment, masks based on British rose petals, Brazilian acai berries and Ethiopian honey help to restore skin’s moisture levels and elasticity, and fight the appearance of fatigue. The masks come with a handy guide advising consumers which masks could be used together and on which areas.

The face mask category reported an increase of 22.8% in the 12 months to October 2015, taking its total value in the UK that year to £6m ($8m) (The NPD Group, 2015). This rise is attributed to the runaway multi-masking trend, which sees social-media-active teens and young millennials apply different masks with specific functions to different areas of the face. This DIY approach acknowledges the unique make-up of each individual’s skin – which might be dry in places, and oily or prone to breakouts in another.

This beauty niche is ripe with potential. US skincare brands Boscia and Peter Thomas Roth as well as UK brand Origins shrewdly launched mini mask sets for consumers seeking cheaper alternatives to full-sized products. For more on the growth of this category, see Facial Masks Take Off in the US, Smart Beauty: Connected Face Mask, and Beautyworld Japan 2015