UNMASKING THE SELF-HEATING FACIALFri Feb 16, 2018
Self-heating face masks were a game-changer for the beauty industry, and now they have the opportunity to be even better...
A RISING MASQUERADE
It started with the Korean sheet mask craze. Since then, the rise of K Beauty facial masks has continued to grow, with the global face mask market projected to reach $37.08 billion in 2020 according to Mordor Intelligence Report. With face masks all the rage, specialty masks have also become an emerging trend. Brands are upping the game in the race to innovate DIY spa treatments into products.
All of us want great skin, but not everyone has the time (or money) for a routine spa regimen. Putting your best face forward requires an ongoing commitment, and self-heating masks are changing the game by making it possible for consumers to have a spa-like treatment at home or on-the-go. In a survey conducted by Women’s Marketing, 26% of the individuals surveyed said they had used a sheet mask, and 38% showed an interest in trying them. The same survey found that 11% of the individuals had used self-heating masks, with another 49% interested in trying them.
HEAT IT UP
You know the rule: wash your face with warm water for a better cleanse. Heat raises the skin's temperature slightly, causing blood vessels and pores to dilate. When the skin is warm, ingredients can also move and interact with cells more quickly, allowing for a more efficient delivery of product. As dermatologist Heidi Waldorf notes, "Space between the cells means there's a greater surface area for absorption, which helps product get in.”
In addition to opening pores and improving blood flow, the application of heat increases oxygenation to facial tissue; delivering nutrients and carrying away waste (like free radicals) from healthy cells. One of those nutrients is collagen, a natural protein that gives skin its youthful elasticity, helps reduce wrinkles and improves a variety of problematic dermatologic conditions. The introduction of heat stimulates new collagen production while simultaneously tightening existing collagen. As noted in the American Academy of Dermatology’s January 2018 article on Ways To Firm Sagging Skin, dermatologists are even using ultrasound to send heat deep into the skin to encourage collagen production.
Innovation is key to the long-term success of a product. While innovation typically begins with the product, it should not end there. How the product is delivered, combined with the overall user experience, is what drives future sales.
Clean skin, increased circulation, enhanced nutrient production, cell regeneration – the benefits of adding heat to a skincare regimen are clear. Various brands offer face masks that generate heat once applied, but none of them have offered the ability to self-heat while still in the package. A mask applied warm has a better likelihood of retaining heat. Why not dial it up a notch with self-heating packaging technology designed to work with your product?
The same self-heating technology used in hand warmers, insoles and Team USA’s Olympic jackets can also be used to heat up packaging for the beauty industry. The concept is simple: self-heating technology contained within the packaging creates an exothermic chemical reaction, generating heat energy when activated. There is no risk of contamination or adverse interactions since the product is never in direct contact with the heating mechanism. Self-heating technology is also highly customizable, which places brands in the driver’s seat for how hot, fast, and long the heat should be released for. The self-heating package makes the product more effective, ensuring that every second of the pore-opening, blood flow-boosting mask action counts. The result is an improved consumer experience that builds barrier to entry through product differentiation.
In terms of the consumer, applying a pre-heated product to the skin creates a much more pleasing user experience than a room-temperature product. With standard indoor temperatures ranging from 68°F to 77°F, there is an approximately 20-degree difference between a room-temperature product and a 98.6°F body. Nobody enjoys having something cold and wet thrown on them! The baby product market understood this, and eventually wipe warmers were invented.
Self-heating face masks were a game-changer for the beauty industry, and now they have the opportunity to be even better. Two innovative technologies in one package...now that’s HOT!