These new Mad Beauty masks take advantage of the qualities that are touted by some of the most popular Disney princesses, by infusing them with ingredients that speak to each one's character.
For example, the mask that features Aurora from 'Sleeping Beauty' boasts lavender, which is celebrated for its relaxation properties that sooth the skin while promoting sleep. The mask that features Ariel from 'The Little Mermaid' boasts ingredients that deeply hydrate the skin, such as cucumber. By marketing its masks in this way, Mad Beauty is able to appeal to the many Disney fans out there who are looking to celebrate their favorite characters.
All of the masks can be purchased at Top Shop, however only the retailer's UK locations currently offer them.
Key Themes Behind This Trend
- Character-infused Beauty Products
- Mad Beauty's character-inspired face masks show a disruptive innovation opportunity for cosmetics companies to tailor ingredients based on popular characters.
- Celebrity-endorsed Skincare
- Similar to Mad Beauty's Disney princess face masks, skincare companies can team up with popular celebrities to create customized skincare lines infused with ingredients that reflect their personalities and/or lifestyles.
- Fan-targeted Branding
- Mad Beauty's strategy of incorporating popular characters into their products demonstrates a potential disruption in marketing where brands target specific fandoms with branded products.
Where This Applies
- Cosmetics
- Mad Beauty's character-inspired face masks are a disruptive innovation opportunity for companies in the cosmetics industry to introduce more experiential and imaginative products to the market.
- Entertainment
- Companies in the entertainment industry can leverage their intellectual property and fanbase to create branded products, such as the Disney princess face masks created by Mad Beauty, that are sure to sell well among the existing fanbase.
- Retail
- The success of Mad Beauty's Disney princess face masks could inspire retailers to reconsider how they merchandise and present their products by incorporating popular characters and fandoms into their marketing strategies.
