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Markets & trends

Facial treatment masks gain in popularity in Brazil

Facial masks have become increasingly popular in Brazil. There is an increase in availability of these products in the country along with a wide range of options. A new generation of the product has captured the interest of consumers looking for ritual-like beauty experiences that show immediate results. Not long ago, masks were used almost exclusively as a facial cleansing product. Now, there are news ways of using masks - from deep nurturing treatments to masks that aim to reduce expression lines.

"This situation changed in the past few years and this sector is growing fast. Facial masks have been moving away from the traditional use for facial cleansing and they are now more focused on the tangible benefits to the appearance of the skin," says Isis Andreatta, head of innovation management for Latina America in the Care Solutions department of Evonik.

Evonik's line has six basic formulas for treatment masks

Evonik’s line has six basic formulas for treatment masks

Evonik - a world leader in chemical products - recently introduced six basic formulas for treatment masks to the Brazilian market, each with a series of active ingredients and sensory spheres. Among the formulas are the Intensive under eye peel-off mask - which promises to minimize dark circles and reduce the tired appearance of the skin - and the Urban Warrior charcoal mask - recommended for reducing redness and blemishes. "We want to help brands to increase the interest in this growing category," says Andreatta.

Avon - which has just launched a mask for moisturizing the skin and enhancing luminosity and firmness under their Renew line - sees these products efficacy as the reason for the increased interest in the category. "Facial masks provide an intensive and efficient treatment, offering the benefit consumers want most: an immediate result," says Denise Figueiredo, executive director for marketing in the beauty company’s skincare department.

Andreatta also mentions the growing interest in ritual-like beauty experiences as a reason for the category’s growth. "Treatment masks combine a science-based skin treatment with the holistic aspirations of a spa," she says.

A poll on skincare by Avon/IBOPE, which was published at the beginning of the year, confirms this observation. According to the study, over 80% of Brazilians take care of their facial skin because they get a pleasurable feeling when doing so. "Using facial masks is associated with a relaxing moment. It is the moment when the woman can take a break from her busy routine and take care of herself. It is the time to empty her head of stressful thoughts and just enjoy herself," says Figueiredo.

Figueiredo believes that the concentrated formulas with powerful treatment proprieties will carry on capturing the interest of consumers. "The Brazilian skincare market has growth potential and facial masks are following this trend," she says. "In order to stay ahead in this sector, Avon aims to combine state of the art technology with accessible products that can be part of the beauty routine of Brazilian women," she adds.

"We see facial treatment masks as a growing category not only worldwide, but certainly in Brazil as well," says Andreatta. She also mentions another detail: "Since we are a country located mostly in a tropical or subtropical climate, a light touch to the skin is one thing that Brazilians look for in facial products. Therefore, there is a trend for products that have this characteristic and are also easy to use, with quick, fun and efficient applications."

Renata Martins

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