# Skin-Restoring Foil Masks Estée Lauder is Releasing a Recovery Powerfoil Mask By Rebecca Byers | Published 2015-12-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/foil-masks References: [refinery29](http://www.refinery29.com/foil-pack-face-mask-korean-beauty) 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. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 62% | Activity: 79% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### 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. ## Related on Trend Hunter - [Sheet-Style Skincare Serums](https://www.trendhunter.com/trends/sulwhasoo-1.md) - [Powerfully Formulated Sheet Masks](https://www.trendhunter.com/trends/transformative-sheet-masks.md) - [Peel-Off Overnight Masks](https://www.trendhunter.com/trends/hydrapeel-off-mask.md) - [Hydra-Gel Power Masks](https://www.trendhunter.com/trends/ionplex-hydragel-power-mask.md) - [Deeply Hydrating Masks](https://www.trendhunter.com/trends/rha-hydra-mask.md) - [Bio-Collagen Anti-Aging Facemasks](https://www.trendhunter.com/trends/biocollagen-facemask.md) - [Hydrating Undereye Masks](https://www.trendhunter.com/trends/4am-skin.md) - [Luxe Hydrating Beauty Products](https://www.trendhunter.com/trends/lip-balm-and-cleanser.md) - [Cream-Infused Sheet Masks](https://www.trendhunter.com/trends/milk-rx-compress.md)