While the face mask can be a ubiquitous product in the Asian region, special fiber company Lenzing believes the market still has enormous potential.
“The length of the market in terms of consumption and production will continue to grow with CAGR over the next few years, which is expected to be double digits,” said Oliver Sum, Regional Commercial Director, North Asia, not woven at Lenzing AG.
One of the points of this expansion is the replacement in COVID-19-induced intake patterns.
“When COVID-19 touched us, you may believe that other people wear more masks during the era of self-quarantine because other people couldn’t stop at beauty salons. It can be said that the pandemic has supported the popularity of use. of the face mask as a daily necessity and that this trend will continue to grow,” Sum said.
In addition, COVID-19 has resulted in new skin care disorders such as acne and inflammation of induced skin through a mask.
“This encourages brands to expand the products committed to solving those products. We want skin care to protect our skin from those protective masks and anticipate that there will be increased demand for leaf masks to help sensitive skin and skin barrier,” she said.
Untapped markets
In addition, the use of leaf face masks has still penetrated and saturated many markets in the region, such as India, Thailand and Indonesia.
However, China is leading all markets with a growing intake of masks and untapped in lower-level cities.
“In China, more than 90% of consumers wear face masks every week, and the tendency is to wear them daily. It’s not just in big cities like Beijing or Shanghai. Many brands of primary skin care are concentrated in the cities of points 3 and 4 In those markets, the masks are completely new to them,” Sum said.
He added that good-looking brands could also take advantage of the emerging category of good male appearance, noting that L’Oréal has introduced a very successful fabric mask for men that spread to France.
High expectations
In the future, good-looking brands will have to meet top consumer expectations,” Sum said.
“Masks are a well-developed product in the APAC region, so you can expect your needs to be higher in terms of operation. Today, consumers do not need a fabric mask for fundamental purposes such as hydration, but more eye-focused or anti-aging mask. »
Sum said consumers expect brands to produce other sizes of foil masks, such as clothing.
“Consumers need a leaf mask that looks for a mask that has perfect compatibility with the contours of their face. And there are more requests of other lengths. If you look at the difference between the Chinese and the Koreans, for example, there is a huge difference in the length of the face. “
He added that the quality and durability of the foil mask itself also play a role.
“The feel of the fabric is very important. Consumers need it to be fluffy, soft on the skin, a cuddly touch. These are the key characteristics they serve. Also, as sustainability awareness increases, consumers looking for more herbal and sustainable materials. ” . »
To meet these demands, Lenzing recently introduced the next generation of its green fibers.
Lyocell Fine Skin and Lyocell Micro Skin, their logo of the non-woven ingredients of the veocel specialty, are supplied with Lenzing’s patented transglycability generation to give it “a tender and sumptuous feeling” on the skin.
In addition to the new products, Lenzing has also introduced its Where to Buy segment on its website, which lists brands that use Veocel brand fibers in their leaf mask with much-desired transparency, Sum said.
“Consumers now need to know what they are buying and their biggest fear is protection and it is a blank product. With Where to buy, we’re making the entire supply chain more transparent. “
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