By  on June 24, 2016

As Millennials and their antiantiaging-attitude toward skin care continue to rule the market, category sales are sluggish. But one bright spot is masks. Data from The NPD Group show the segment doubled in sales volume from 2013 to 2015. Consumers looking for fun and function are impulse-buying playful formulas and, as a result, clay — pliable and highly visual — is experiencing a resurgence in popularity. L’Oréal chief product accelerator Sam Cheow noted that this coincides with the superfood macro-trend and its focus on naturally derived ingredients as the key to clear skin. “Everyone wants to be healthy and have a glow,” he said.

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