Magazine: Face mask: Care that the skin is grateful for

Tóth-Perge Bianka
trade marketing
manager
L’Oréal Magyarország

According to Bianka Tóth-Perge, trade marketing manager of L’Oréal Magyarország Kft., last year face mask was the fastest developing segment in the face care category. The face mask trend originates from South Korea and it has conquered the world. Veil masks aren’t only available for the face any more, but for other parts of the body too. In Hungary face masks make up for 8.7 percent of the total face care market, and the segment’s share is even higher, 13 percent in drugstores.

Roland Kanyó, dm Kft.’s marketing and PR manager informed that dm’s private label products are very popular. The company opines that drugstores are responsible for more than 50 percent of face mask sales. Orsolya Marosi-Tokaji, category manager of Rossmann Magyarország Kft. revealed that both value and volume sales developed faster in their stores than the market average. Plus more than 90 percent of total sales come from this retail channel.

Gabriella Szabó
product manager
Solanie Professional
Cosmetics, Alveola

ALVEOLA Kft. concentrates on the professional segment. Gabriella Szabó, Solanie Professional Cosmetics product manager told our magazine that veil masks and alginate masks dominate in the category. Professionals use more cream masks, from which they sell the smaller-sized products to their customers.

Kata Bartek 
brand manager
Superio

Kata Bartek, brand manager of Superio Kft. informed that more than 20 different Ziaja face masks are available to consumers. Most of the company’s products are sold in Rossmann and Auchan stores, and in organic product shops. Sales jumped 23 percent in 2019 if measured in number of items. László Somogyi, managing director of Somogyi Brothers Kft. and owner of the My Hsin-Ni brand reported to Trade magazin that their sales soared last year, in comparison with 2018. The company’s experience is that many shoppers buy face mask based on the recommendation of people they trust.

Orsolya Marosi-Tokaji
category manager
Rossmann Hungary

Ms Marosi-Tokaji reckons that seasonality isn’t characteristic of the category. She added that today many types of face masks are available in shops, in really attractive packaging, and this has a beneficial effect on sales. Mr Kanyó agreed that demand is steady in the face mask category. His experience is that shoppers make their choices based on skin type, but new innovations also drive sales. Consumers aren’t really price-sensitive when it comes to buying face masks. Ms Tóth-Perge explained that some women use face mask once a week, while others apply it 2-3 times per week. What is more, 22 percent of consumers using the face care category enter it via the face mask. However, shoppers are less loyal to brands than in the face cream category.

Ms Bartek told that in the winter period women prefer deep-hydrating masks, while in the summer lighter, gel-type products are popular; spring is the time for face masks with extra vitamin content.

László Somogyi
managing director
Somogyi Brothers

Mr Somogyi called attention to the fact that women like to buy face mask sets as a gift before Christmas – for their mothers, friends, etc. He told that My Hsin-Ni face masks contain special, very effective ingredients. Ms Szabó talked about ALVEOLA Kft.’s large portfolio: shoppers can choose from 28 different Solanie masks, which can be powder-, cream- or gel-based.

L’Oréal Magyarország Kft.’s most popular product is Garnier Aqua Bomb, a hydrating veil mask that contains pomegranate and hyaluronic acid. Consumers also like the hyaluronic acid or vitamin C containing Fresh Mix masks. This year’s new product is the L’Oréal Paris Age Specialist anti-wrinkle veil mask. From ALVEOLA Kft.’s Solanie Professional veil masks it is the Alginate series that is the most popular. Superio Kft. came out with a clay-containing face mask range in 2019.

Roland Kanyó
marketing and
PR-manager
dm

dm Kft. offers face masks in different shapes, fragrances and functions, plus they have natural products too. In dm drugstores private label and Garnier textile masks are the most popular. Rossmann Magyarország Kft.’s expectation is that this year will be dominated by anti-wrinkle masks, and hyaluronic acid and collagen containing masks will become even more popular. Somogyi Brothers Kft. is busy designing a more eco-friendly packaging for products, and plans also include the launch of a new My Hsin-Ni eye mask. //