NEW YORK — What’s behind the mask? Brighter skin, if SK-II has anything to say about it.
The upscale skin care line, owned by Procter & Gamble, is bringing two new masks — Signs Eye Mask and Whitening Source Intensive Mask — to its skin care mix later this month.
“We’ve offered masks since 1981, but these have the most advanced technology we’ve ever brought to market,” said Otto Rosenberger, North American brand manager for SK-II.
The masks are made from a cotton substrate, said to mold easily to the face and allow maximum moisture penetration. Signs Eye Mask is intended to address aging around the eye area, and has key ingredients of vitamins B3, E and peptides, Rosenberger said. It also contains a healthy dose of the brand’s signature Pitera ingredient, a derivative of vitamin C. Together, said Rosenberger, the ingredients are designed to hydrate the skin and reduce the appearance of fine lines and wrinkles.
Whitening Source Intensive Mask, designed to even skin tone and curb excess melanin production, could be likened to “Whitestrips for the face,” said Rosenberger. “The ingredients we’re using, like vitamins C and B3, make the skin look bright — much like Whitestrips [produced by another P&G division, Crest] do with your teeth,” he said. The mask contains Pitera to moisturize, he added, as well as allantoin and linseed and orange extracts.
Signs Eye Mask retails for $95 for 14 patches; Whitening Source Intensive Mask retails for $85 for a box of six patches. In May, the brand will introduce boxes of 10 for Whitening Source and the brand’s SK-II Facial Mask, which now retails for $75 for a box of six patches.
SK-II, for the launch period, is offering three limited-edition sets of the masks. Facial Treatment Mask Multi-Day Miracle Treatment includes a 21-day supply for $225; Whitening Source Intensive Mask Multi-Day Miracle Treatment, also a 21-day offering, retails for $250, and Signs Eye Mask Multi-Day Miracle Treatment, a 14-day regimen, is $160.
In the U.S., SK-II is exclusive to Saks Fifth Avenue, something Rosenberger said will not change anytime soon. “We are continuing to add new Saks doors — we are in about 25 doors and have just added Dadeland, Bal Harbour and Boca Raton, Fla., and Atlanta, and we are adding Phoenix. We will continue to expand distribution that way, but we are very happy with our partnership with Saks.”
The brand plans several in-store promotions around the launch of the masks, said Rosenberger. He declined to comment on projected sales, although industry sources estimated the products could add $1 million or more at retail to the brand’s sales in their first year on counter.