Sales of facial masks see big rise in key European markets

By Simon Pitman

- Last updated on GMT

Sales of facial masks see big rise in key European markets

Related tags Facial skin care Facial mask Human skin color Marketing

The facial mask trend appears to have made the jump from the Asia Pacific region and is now showing the first signs of really taking off in Europe, according to market research group NPD.

The company says that its latest data for the UK, Italy and Spain shows that consumers are eager to try out this relatively new beauty trend, although market share remains relatively low within the context of the vast facial skin care segment.

However, NPD vice president and senior global industry analyst Karen Grant believes that the trend is set to continue and points out that it is already making a significant mark in growth for the overall facial skin care category.

Broadening scope and fuelling facial skin care growth

With total facial skin care sales in the UK, Italy and Spain in excess of €1.1 billion, the sales of skin care masks are still relatively small, but Grant believes that Spanish consumers are now starting to embrace the trend, despite the slack economy there, whereas in Italy and the UK the interest in facial masks is part of an increased emphasis on the face and anti-aging.

“The skin care industry has an opportunity to continue to grow and evolve with this, and other budding categories, through innovative product offerings and messaging,”​ said Grant.

“As we’ve seen with masks, new offerings can be a complement to existing products in a skincare regimen. Creating this connection, addressing the desire for immediacy as well as long-term results, ultimately benefits the total skincare business.”


Facial mask sales in Europe, NPD Group


Value Sales

July 2013 - June 2014

% Change










“Masks attract today’s consumers with the promise of immediate results in treating a variety of skin flaws,”​ said Grant.

“New formats, and formulations that address individual needs appeal to the consumer looking to try something different without spending a fortune.”

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