Category
Fashion
Scaled Restraint
Trend cluster
Category
Targeted
Masking
Single use eye masks soothe and de-puff the undereye.
1.6
Trend score
Trend
What is the Targeted Masking trend?
Targeted Masking: For many consumers, targeted eye masks that soothe the skin and reduce puffiness simultaneously deliver an experiential moment to indulge in self-care. To accommodate the growth of the face mask market, brands are diversifying their offerings by targeting specific value props. Products like targeted eye masks cater to the consumer desire for customized personal routines.
Trend themes
Themes within the Targeted Masking trend
Three behaviours holding the trend together01
Targeted Masking
Brands are diversifying their face mask offerings by targeting specific values, such as soothing and de-puffing the skin around the eyes.
02
All-Natural Skin Care
Consumers are becoming more interested in all-natural ingredients that provide a gentle, effective alternative to traditional skincare products.
03
Hydrating Masks
Masks infused with hydrating ingredients are becoming more popular in skincare as consumers seek intense hydration that can be delivered in a single-use treatment.
Industry implications
What the Targeted Masking trend means for industry
Where the trend changes the playbookFor
Beauty
The beauty industry can reference these trends to develop new targeted skincare products and innovative face mask offerings.
For
Wellness
The wellness industry can explore all-natural, gentle skincare options that cater to consumers looking for self-care and personalization.
For
Hospitality
Hotels and spas can incorporate hydrating and de-puffing eye masks into their treatments to cater to guests' needs for relaxation and rejuvenation.
Workshop question
In a highly saturated market, how does your brand distinguish its offering?
Trend signals
Trend signals for Targeted Masking
Trend score 1.6 out of 10, from popularity 21%, activity 18%, freshness 8%.
Popularity21%
Activity18%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Targeted Masking trend
5 featured examples from Dec 28, 2017 to Mar 16, 2018CategoryFashion
Soothing Undereye Masks
YES TO's '2-Step Single Use Eye Kit' Soothes with Cucumbers for the Eyes
Skincare industry professionals can look at ways to utilize natural ingredients in developing new products, and can also consider single-use and 2 step regimens to stay ahead in t…
CategoryFashion
All-Natural Undereye Treatments
Honest Hazel's Eye Gels are Powered by Cactus Collagen and Aloe
The skincare industry can explore the development of all-natural undereye treatments to cater to the growing demand for clean beauty products.
CategoryFashion
Rejuvenating Eye Masks
Estee Lauder's Eye Masks Seek to Promote a Youthful Appearance
The skincare industry can explore disruptive innovation opportunities by incorporating advanced repair technologies and targeted treatments like eye masks.
CategoryFashion
Sake-Based Eye Masks
Boscia's Eye Masks Target Bags, Moisture Loss, and Fine Lines
The skincare industry can explore the incorporation of hydrogel technology and ingredient infusion in a range of products to meet evolving consumer demands.
CategoryFashion
Puffiness-Targeting Eye Patches
Guerlain's Eye Patches Treat the Skin Around the Eyes
The beauty industry can capitalize on the trend of hydrating eye treatments to provide customers with quick and effective solutions for tired-looking eyes.
