Beauty Store Business

AUG 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 45 of 123

44 August 2017 | FOR ALL SKIN TYPES While it's important to carry sheet masks that cater to a wide variety of skin issues, it's equally important to have masks that work on all skin types. Karuna, the brand that first launched sheet masks in the U.S., offers a mask that does address all skin types—their Hydrating+ Face Mask. The product is said to significantly increase hydration and helps improve the skin's general appearance. "Our Hydrating+ Face Mask is clinically proven to increase hydration by 38.8 percent after just one application. It contains 28 milliliters of serum, which is more than the entire bottle of average serum," says Linda Wang, Karuna's founder. AN EXPERT'S ADVICE For beauty store owners who are considering carrying sheet masks, Malla has some advice. "[Sheet masks] are definitely becoming a trend," she says. "It's a great way for a customer to try out different brands and see what they like best without making a huge investment in an entire line. There are regular cotton sheet masks saturated in topical ingredients as well as premium jelly or silicone-based sheet masks, which are my favorite as they tend to occlude better and are also easier to apply. Price points vary, and I tell clients to look for premium masks if they truly want to see a difference from one treatment, which retail between $8 to $15 per mask. It's best to have a few of the premium masks for customers to choose from in addition to regular masks." As a fresh crop of sheet masks continues to hit the scene (emoji and cartoon-inspired sheet masks are currently having a moment), one thing's for sure—consumers will time and time again rely on masks that deliver measurable results. ■ Shelby Deering is a lifestyle writer based in Madison, WI.

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