The mask business zoomed from niche to mainstream last year in mass-market stores. Brands that helped pioneer the category in drugstores and discounters now face competition from personal-care behemoths including Unilever and Neutrogena.The global face mask market tallied $5.7 billion in 2016, according to Euromonitor International, with a forecast to achieve a compound annual growth rate of 9.1 percent from 2016 to 2021. That translates to $8.8 billion by 2021. The U.S. represents only 3.5 percent of the market, but serves up tremendous potential, according to retailers, which report huge gains in the category.According to data from IRI for the 52-week period ended Nov. 5, 2017, the subcategory of masks is approaching sales of $70 million in multiunit doors. The market leader by sales volume, according to IRI, is Look Beauty (which sells under Que Bella and Masque Bar) with sales exceeding $21 million. Bioré clocks in next at $12 million and Montagne Jeunesse follows with $6.6 million in sales.Retailers said there is no letting up on the accelerator for masks, but they are facing challenges with how and where to merchandise the category. That’s compounded by the proliferation of not only brands, but products for the entire body.The explosion of new masks entries isn’t lost on Allan Lever, the founder of Look Beauty, one of the early players in the mass-market mask arena. “All of the skin-care brands are getting into the business now,” he said. “But what they are doing is what we did three years ago. Now new ingredients and new delivery systems are driving the business.”His company’s latest shiny object is just that — sheet and peel off masks in gold, silver and rose gold foil. The metallic masks debut this month at Target and CVS carrying suggested retail prices ranging from $2.99 for a peel-off mask in a pod to $9.99 for a tube version. Lever noted the metallic versions dovetail with fashion and even cell phone trends. Look will tee-up its masks in social media and advertising with gold, silver and rose gold prosecco bottles.“These masks are social media friendly. People will post on Instagram because they are so visual. And with our peel-off we are showing people multimasking with the three different colors,” Lever explained. Beyond the visual benefits, the foil capabilities enhance hydration and leave skin glowing, he said.Lever also kicked his digital efforts into high gear to differentiate his line. On Black Friday, the company positioned a vending machine around New York where consumers could follow the company on Instagram and get a free mask. For holiday, Look offered exclusive mask versions with animal faces. A geo-targeting campaign harnessed pop-ups on Facebook directing shoppers to a local CVS or Target to purchase a mask.Lever said there are several other product launches in the pipeline to keep Look’s assortment fresh throughout 2018.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion