International beauty brand Estée Lauder will kick-off 2016 with the highly anticipated release of a revolutionary new face mask. The Advanced Night Repair Concentrated Recovery PowerFoil Mask is the first foil-backed mask to hit the market and will be available in South Korea on January 1, 2016, while the rest of the world will have access to it a month later on February 1.
The Concentrated Recovery PowerFoil Mask combines the obsession with sheet masks with the progression toward "face-locking," a technique that aims to seal in every bit of treatment while avoiding any moisture being lost to evaporation. The Concentrated Recovery PowerFoil Mask is also most importantly a new iteration of the brand's highly successful product, the Advanced Night Repair.
What's Driving This Trend
- Foil-backed Masks
- The use of foil-backed masks in skincare is a disruptive innovation opportunity for beauty brands to create innovative and effective products.
- Face-locking Technique
- The development of face-locking techniques in skincare presents an opportunity for brands to create products that effectively seal in treatment and prevent moisture loss.
- Sheet Mask Obsession
- The growing popularity of sheet masks opens up opportunities for brands to market innovative and unique sheet mask formulas.
Who This Affects Most
- Skincare
- The introduction of foil-backed masks in skincare presents a disruptive innovation opportunity for brands to enhance the efficacy of their products.
- Beauty
- The development of face-locking techniques in beauty products allows brands to create highly effective treatments that provide maximum benefits to the skin.
- Cosmetics
- The popularity of sheet masks is a trend that cosmetics brands can leverage to create innovative, on-trend products that cater to consumer demand.
