Category
Fashion
Scaled Restraint
Trend cluster
Category
On-the-Go
Masking
Skincare masks are created for on-the-go indulgence.
4.7
Trend score
Trend
What is the On-the-Go Masking trend?
On-the-Go Masking: As an expression of elevated convenience culture, brands are releasing skin care masks that have been adapted in format and formulation to be used on-the-go, and on top of makeup. Extending beyond portability, these masks are meant to serve as a skincare indulgence that fit seamlessly into one's daily routine, without requiring that the user starts with a clean face. The prevalence of products like dry face masks speaks to the increased expectation many consumers have for brands to fulfill their highly specific needs throughout the day, coupled with a desire for hyper-convenient products.
Trend themes
Themes within the On-the-Go Masking trend
Three behaviours holding the trend together01
On-the-Go Skincare Masks
The trend of on-the-go skincare masks is driven by consumer demand for elevated convenience culture and personalization.
02
Dry Sheet Masks
The rise of dry sheet masks reflects an increasing desire for innovative textures and the need for a mess-free, more convenient experience.
03
Infused Jelly-Like Sheet Masks
Jelly-like sheet masks infused with new ingredients and textures are shaking up the beauty industry by creating a new way to engage consumers in the self-care category.
Industry implications
What the On-the-Go Masking trend means for industry
Where the trend changes the playbookFor
Skincare
Innovative technologies and ingredients are driving new product offerings that are transforming the skincare industry.
For
Consumer Packaged Goods
The convenience trend is reshaping traditional categories to become more portable, personalized and sustainable.
For
E-commerce
The rise of direct-to-consumer beauty brands is enabling new entrants to serve niche audiences with high-quality products, instructional videos and augmented reality technology.
Workshop question
What out-of-home opportunity could your brand tap into to deliver a heightened level of convenience for your consumer?
Trend signals
Trend signals for On-the-Go Masking
Trend score 4.7 out of 10, from popularity 75%, activity 57%, freshness 8%.
Popularity75%
Activity57%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the On-the-Go Masking trend
4 featured examples from Jan 11, 2017 to May 23, 2018CategoryFashion
Dry Sheet Masks
The Charlotte Tilbury Instant Magic Facial Mask Features a Different Texture
Opportunity to introduce innovative dry sheet masks as a new category within the beauty and personal care industry.
CategoryFashion
Infused Jelly-Like Sheet Masks
Glow Recipe's Watermelon Glow Sheet Mask Sold Out in Minutes
The skincare industry can explore the development of invisible sheet masks and incorporate innovative jelly-like textures to cater to consumer demands for convenience and experien…
CategoryFashion
Dry Facial Masks
BioMod Makes Waterless Dry Masks Packed with Rejuvenating Balms
The skincare industry can explore the development of waterless products and high active ingredient masks to offer consumers more efficient and effective skincare options.
CategoryFashion
Reusable Dry Masks
Miss de Gaspe's Dry Sheet Masks Reduce the Waste of Single-Use Treatments
The beauty and skincare industry can embrace reusable dry masks to cater to eco-conscious consumers and reduce waste.
