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Cosmetics on a support product are very much in demand in Asia, whether Korea, China or Japan. It’s a very profitable market but also highly competitive, with unique know-how on support products (paper, fabric, nonwoven fabrics, hydrogel, etc.). For premium brands to stand out, they had to innovate in functionality and shape. Which is how 3-D masks came about, promising to highlight the lines and shapes of the face. In early September 2009 Kanebo launched Impress Concentrate Mask 3D (€75 for six) with a revolutionary shape, because it covers the face from the neck to the forehead, making better coverage and penetration of actives possible as well as providing a lifting effect on facial contours. P&G is also offering a 3-D mask in its SK-II line, but in two distinct parts with very “haute couture” cutouts: forehead and eye area in one packet, from nose to neck in the other. Initial results: perfect adherence and optimized penetration of actives adapted to each of the two zones. Lifting effect for the top, firming effect for the bottom, with applic
ation techniques for adjusting this stretchable material. In the end, it promises to redefine the facial lines (Skin Signature 3D Redefining Mask, €120 for six).
ation techniques for adjusting this stretchable material. In the end, it promises to redefine the facial lines (Skin Signature 3D Redefining Mask, €120 for six).October 2009 #27
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