# Targeted Masking Single use eye masks soothe and de-puff the undereye. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published Mar 22, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/targeted-masking ## Key Figures - Trend score: 1.6/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 28, 2017 to Mar 16, 2018 - Published: Mar 22, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Targeted Masking trend ### Targeted Masking Brands are diversifying their face mask offerings by targeting specific values, such as soothing and de-puffing the skin around the eyes. ### All-Natural Skin Care Consumers are becoming more interested in all-natural ingredients that provide a gentle, effective alternative to traditional skincare products. ### 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. ## What the Targeted Masking trend means for industry ### For 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 for Targeted Masking Trend score 1.6 out of 10, from popularity 21%, activity 18%, freshness 8%. - Popularity: 21% - Activity: 18% - Freshness: 8% ## Examples of the Targeted Masking trend 5 featured examples from Dec 28, 2017 to Mar 16, 2018. - [Soothing Undereye Masks](https://www.trendhunter.com/trends/cucumbers-for-the-eyes): YES TO's '2-Step Single Use Eye Kit' Soothes with Cucumbers for the Eyes (Category: Fashion) Implication: 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… - [All-Natural Undereye Treatments](https://www.trendhunter.com/trends/eye-gels): Honest Hazel's Eye Gels are Powered by Cactus Collagen and Aloe (Category: Fashion) Implication: The skincare industry can explore the development of all-natural undereye treatments to cater to the growing demand for clean beauty products. - [Rejuvenating Eye Masks](https://www.trendhunter.com/trends/estee-lauders-eye-masks): Estee Lauder's Eye Masks Seek to Promote a Youthful Appearance (Category: Fashion) Implication: The skincare industry can explore disruptive innovation opportunities by incorporating advanced repair technologies and targeted treatments like eye masks. - [Sake-Based Eye Masks](https://www.trendhunter.com/trends/boscias-eye-masks): Boscia's Eye Masks Target Bags, Moisture Loss, and Fine Lines (Category: Fashion) Implication: The skincare industry can explore the incorporation of hydrogel technology and ingredient infusion in a range of products to meet evolving consumer demands. - [Puffiness-Targeting Eye Patches](https://www.trendhunter.com/trends/guerlain): Guerlain's Eye Patches Treat the Skin Around the Eyes (Category: Fashion) Implication: The beauty industry can capitalize on the trend of hydrating eye treatments to provide customers with quick and effective solutions for tired-looking eyes. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)