The rapid results of facial masks contributed to their increase in popularity, leading to a range of innovations, particularly in sheet masks. A new analysis from Mintel's Jane Jang argues that the boom in skin care masks could easily be transferred to overnight hair treatments.
While Jang focuses on Asia, her larger point is that consumers already embrace anti-pollution and other hair care concepts, so why not overnight protection and repair?
Overnight hair masks on the market include Living Proof Perfect Hair Day Night Cap Overnight Perfector, Alterna Haircare Caviar Anti-Aging Overnight Hair Rescue and Rene Furterer Intense Overnight Nourishing Treatment.
"Overnight hair treatment launches have also borrowed benefit claims from facial night creams, such as intense moisturising, nourishing and repair," Jang wrote. "Compared to regular wash-off hair treatments, overnight leave-in treatments offer a greater level of convenience to users, who can go to bed after application without worrying about stained pillows, thanks to the adoption of innovative ‘pillow-safe’ technology."
In terms of market potential, the Mintel analysis noted that 30% of Brazilians aged 16-24 and about 40% of UK females aged 16-plus are interested in overnight hair treatment products, while 61% of Chinese women already use sleeping masks.
As Asia continues to set the beauty agenda, it makes sense that these trends will be transferrable to the United States and other key beauty markets.