Peach & Lily is coming out with products of its own.
Launching this month on peachandlily.com and in Macy’s doors is a trio of sheet masks developed by Alicia Yoon, founder of Peach & Lily. These are the first items in a proprietary line from the e-commerce purveyor of South Korean beauty products, which also operates shops-in-shop in two Macy’s doors.
For Yoon, a Peach & Lily product line was a natural evolution for the business, which has been built on curating South Korean imports for an American customer base. She noted that she culled ideas for the sheet mask range, named the Peach & Lily Dream Sheet Mask Collection, from a function on the e-commerce site called “Ask Lily” that allows shoppers to ask for skin-care advice and product recommendations from in-house aestheticians.
“Sheet masks are a really big entry into the world of [South] Korean beauty,” Yoon said. “Consumers were looking for [something] really specific, a sheet mask that will produce really intensive results.”
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Thus was born the Dream Sheet Mask Collection, comprised of three variations targeted at specific issues: Good Skin Day Drench and Nourish, Chubby Cheeks Lift and Plump and Reset Button Sooth and Restore. Each cellulose sheet mask is priced at $6, or the entire set can be purchased for $15.
Yoon sourced inspiration for product development directly from customer data found on Peach & Lily’s back end, and then went to social media to find out more. “We have all this information we’ve collected that would help inform what our consumers want, we said ‘Why don’t we just ask them?’” Yoon said.
Some discoveries Yoon made along the way were that her customers didn’t want synthetic fragrances and alcohol in their masks, and they wanted the product to fit comfortably and securely on the face to allow for movement while wearing the mask. “I [personally] don’t like sheet masks that slip and slide when I want to do other things,” Yoon said. Another revelation was that customers want to see physical results fast. “The skin should feel soft and supple and be lit from within,” said Yoon of her customer research. Her masks have a sensorial effect that helps achieve this request. “When you put it on your face you can feel your face getting colder, almost like you put the sheet mask in the refrigerator, Yoon said. “That’s part of what makes the sheet mask effective. Usually when your face is inflamed that’s what causes aging, and that cooling helps with inflammation.”
Yoon also ensured that the outer packaging clearly displayed ingredients that consumers know to be naturally-based and good for the skin, such as ginseng, hyaluronic acid, mushroom, niacinamide, aloe, avocado, olive oil, and a South Korean favorite — snail secretion filtrate. “It’s kind of like a vitamin pack for your face,” Yoon said of the ingredients.
And though the masks are rooted in South Korean tradition, Yoon noted that their advantage is that they are designed for an American consumer to use. “We’re looking at innovations and the best of K-beauty that comes out of [South] Korea,” Yoon said. “[Korean] sheet masks are made with a [South] Korean market in mind….We know our [American] consumers really well.”
Yoon is planning additions to the product line for 2017, though she declined to talk specifics as to what those products will be. Industry sources estimate the Dream Sheet Mask Collection could generate up to $1 million in retail sales during its first year on shelves.