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The beauty of face masks

Lynnette Peck / 07 September 2016

Beauty face mask sales are soaring again, as brands work hard to offer us solutions to every skincare issue - all in one little packet.

An older lady wears a beauty face mask

Face masks are having a moment, their first big beauty moment since the 1980s when we all bought chocolate and strawberry-flavoured gloopy masks.

They are now seen as an essential part of a skincare regime and are far more sophisticated.

Masks can target specific issues such as dry skin, sun damage and lines.

And of course they are perfect for relaxation time in a bath tub.

Shannon Romanowski from Mintel, the market research company, says: “Recently facial masks have been one of the hottest trends in the prestige facial skincare market. Motivations for using facial masks are as varied as masks themselves and are largely dictated by skincare concerns as they relate to lifestage. 

"Older consumers are more motivated to treat signs of ageing, wrinkles and uneven skin tone.”

Overnight masks

As the name suggests, these are a one-step sleep solution and they work well as your skin regenerates overnight.

Dr Tom Mammone, Executive Director Skin Physiology and Pharmacology, Clinique Worldwide says: “Masks are a big trend and the benefit of using a hydrating overnight mask is that the skin is more receptive to concentrated targeted treatments at night. 

"This is because the skin is in repair mode and its cellular repair processes are heightened as skin is not exposed to harmful environmental assaults. This enables skin to maintain moisture better throughout the night.”

Try: Clinique Moisture Surge Overnight Mask (, £30, 100ml)

Interview with Avon:

What is the difference between a night cream and an overnight mask?

A night mask is a hybrid formula of a night cream and a traditional mask.  A night mask tends to be much richer than a standard night cream but absorb into the skin far better than a traditional mask.

Is there a specific time during the night that your skin is most active?

Typically, this is right at the end of the day, just when you are going to sleep.

Why do you think there has been a rise in overnight masks?

The trend kicked off in Asia years ago and consumers in Europe are just now becoming aware that skin is more receptive to treatment at night, hence the big push for overnight results.

Try: Avon Anew Clinical Hydra Recovery Overnight Mask (, £24, 50ml)

Clay masks

These are good for oily skin or skin that is still prone to spots, blackheads and whiteheads.

Try: L’Oreal Pure Clay Glow Mask in Exfoliate, Detox and Purify (, £5, 50ml)

Sheet masks

Also known as cloth masks, these are a mini-facial in a packet. Originating in Asia, they are single-use sheets, and they aim to transform skin from dull to radiant.

Try: SK-II Facial Treatment Mask (, 6 masks for £60)

Foil masks

The foil mask is such a new idea that at the moment only Estee Lauder is offering one. It is a ‘dual matrix’ foil-backed sheet mask which claims to push the ingredients into skin 25 times faster than other masks.

Try: Estee Lauder Advanced Night Repair Concentrated Recovery PowerFoil Mask (, 4 masks for £58)

Bubble masks

When lathered these fizzy masks foam on the face and tingle. They are a fad at the moment, but they do have benefits as the ingredients extract dirt and make-up whilst they fizz. Like sheet masks, they originate from Korea.

Try: Origins By All Greens Foaming Deep Cleansing Mask (, 330, 70ml)


The opinions expressed are those of the author and are not held by Saga unless specifically stated. The material is for general information only and does not constitute investment, tax, legal, medical or other form of advice. You should not rely on this information to make (or refrain from making) any decisions. Always obtain independent, professional advice for your own particular situation.

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