As part of the trend, users upload selfies to the photo-sharing platform, and, as with many of these beauty fads such as clown contouring or #ThePowerOfMakeUp, this has influenced others to join in.
According to global information company The NPD Group, the face mask market was worth £6 million (€8.3m) in the YTD October 2015, and whilst they only account for just 1.6% of the total women’s skin care market, the double-digit growth is impressive, and trends such as this are a great way to introduce customers to new lines and foster greater brand loyalty.
June Jensen, Director UK Beauty for NPD, explains that the recent growth in the mask market, fuelled by this trend for multi-masking is important in a number of ways.
“Firstly it’s boosting the prestige skin care market by increasing sales, whilst ensuring that customers are exploring new products and experimenting with new lines in different ways. It also demonstrates the role that beauty bloggers and Instagram influencers have on the sales of beauty products,” she says.
“Beauty consumers are increasingly turning to their peers for advice on products and take the lead of their online idols, revealing the true influence of online social media channels like Instagram and twitter.”
According to NPD figures, the mask market has witnessed steady growth over the past three years which accelerated in 2015 due to the popularity of multi-masking; increasing from £3,890,385 in YTD 2012 to £5,977,414 in YTD October 2015.
Growth has come from new launches and an increase in unit sales, with the best performing masks being hydration products.
“Masks have been growing in popularity over the last three years, but it was the Instagram craze for multi-masking that stimulated huge growth in the market,” continues Jensen.
“Customers began experimenting with two or three masks at one time and this trend really took hold in the UK. Emerging early in 2015, it has become the ‘must-try’ skin care trend of the year, it was pioneered by beauty bloggers and Instagram influencers who demonstrated the trend, sharing their pictures online.”
“This frenzy of online activity saw consumers spending more on masks so they can experiment with this innovative method of treating the skin at home,” she adds.