Sunday Facial and #spaathome trend sweeps British bathrooms

Sales of prestige face masks grow by 43% in eight months to August 2017

London: 16th October 2017:  The market for the sale of prestige face masks in the UK reported an increase of 43% in the six-month period January 2017 to end of August 2017 according to The NPD Group, a global information company. The sale of cleansers, masks, facial oils, hair masks and overnight masks all reported impressive growth as the nation embraces the dual Instagram trends of the Sunday Facial and spa-ing at home.

The market for the sale of prestige facial skincare continues expand, reporting growth of 7% in the year to August 2017 with sales of £282 million. Social media is driving this trend as Instagram users share their home spa rituals and facial routines online. The hashtag #spaathome has been used over 35,000 times and the concept of the Sunday Facial has been championed by skincare therapists, bloggers and the Beauty Director of Glamour, Alessandra Steinherr.

Helen Duxbury, Senior Account Manager, NPD UK Beauty says: “The concept of creating personalised home spa rituals is not necessarily new. What is different is how this trend is being driven by social media. We are seeing huge growth in skincare products that are central to any spa facial in the home. Influencers, bloggers and beauty editors alike are sharing their stories as part of the Sunday Facial trend, where participants share their skincare facial regime and results online. This is boosting the sales of face masks, hair masks, facial oils and overnight treatments.”

Face masks driving growth

Sales of face masks reported the strongest growth, increasing 43% in the eight months to the end of August 2017 when compared to the same period in 2016. Valued at £10 million, this emerging market is driving sales and engaging consumers with a multi-layered approach to skincare. Clay and mud face masks grew 121% in this period, and sheet masks – the latest development in this sector grew by 34%.

The best-selling skincare face masks (in alphabetic order)

  • Clinique Moist Surge Overnight Mask
  • Glamglow Supermud Clear Mask Treatment
  • Liz Earle Superskin Overnight Masque
  • Origins Clear Improvement
  • Origins Drink Up Intensive Night Mask

Cleanse and hydrate

Cleansers are at the heart of any spa-at-home or Sunday Facial ritual. Double cleansing is widely accepted as essential step for great skin and the sale of cleansers in the prestige beauty market grew 6% in from January 2017 to August 2017 compared to the same period in 2016. Skincare toners and lotions grew by 10% and moisturisers grew by 7%. The sale of facial oils, an emerging skincare trend which often replaces or enhances a night cream, reported growth of 13%.

Duxbury concludes: “The popularity of skincare products to create an at-home spa ritual have had a big impact on the prestige beauty market. We have witnessed the emergence of face masks as a niche skincare segment that has proved hugely popular with consumers. This not only boosts the retail offering for brands, it also engages consumers on a deeper level with the brand and its story.”

Press Contact

Lucy Green
Greenfields Communications
07817 698366

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