Neutrogena is diving deeper into custom-made magnificence with its new 3D-printed sheet masks, referred to as MaskiD, which the mass magnificence model unveiled on Jan. eight at the Consumer Electronic Show.
Neutrogena’s give attention to sheet masks builds upon its current personalization efforts: In September 2018, the model started promoting its pores and skin evaluation digital camera attachment software, Neutrogena Skin360 (which may be affixed to an iPhone), for $59.99 on Neutrogena.com. The new MaskiD is supposed for use along side Skin360 and permits every masks to be tailor-made with components like Vitamin C or hyaluronic acid in particular areas of the masks. Additionally, a separate MaskiD telephone app permits a shopper to add a selfie that may then be measured to customise the form of the masks. MaskiD is the newest product the Johnson & Johnson–owned model has unveiled at CES. (The Skin360 software launched at the final commerce present, in January 2018.)
MaskiD shall be obtainable to shoppers within the third quarter of 2019 and advertising plans are being finalized, however Neutrogena shared that it plans to launch the product solely on Neutrogena.com. This is partially on account of technological constraints of customization, stated Simon Geraghty, Neutrogena’s director of worldwide solar care and wonder tech. It’s additionally as a result of the model needs to “launch, learn and iterate,” he stated.
“We have seen [successful] companies take that agile approach, and we want to do that with this product,” stated Geraghty. “It gives us that control and ability to start small and scale up.”
Though this might sound to recommend that Neutrogena has bigger direct-to-shopper ambitions, the model doesn’t plan to exit brick-and-mortar shops. In reality, Neutrogena has plans to deliver any such know-how into bodily retail down the road, stated Geraghty. But for launch, the model needed to make the expertise simpler for patrons.
“From a consumer-use perspective, this technology is meant to lie in her pocket on her phone. From there, she can provide all the relevant information, order [the mask] and then have it delivered to her,” he stated. “Bringing in the brick-and-mortar element is disruptive to that.”
Because the general public is now so accustomed to sheet masks, Neutrogena thought-about them the appropriate car to harbor this type of innovation for Neutrogena. The sheet-mask market is predicted to extend from a $267 million in 2017 to $449 million by 2024, in accordance with Zion Market Research. And Neutrogena isn’t the one model making an attempt to supply customization within the face-masks area. Indie manufacturers like Loli Beauty and Belle Bar each supply clients the power to combine masks themselves after choosing uncooked elements, and customised skin-care model Skin Inc. created its personal sheet mask that may be combined-and-matched. Neutrogena opted to create its personalised sheet masks based mostly off suggestions acquired by means of Skin360 evaluations. Customers of the Skin360 device remarked that they discovered the evaluation to be fascinating, however needed a tangible product that would put the evaluation to make use of, Geraghty stated.
“This allows us to take science and what we know [about skin care] and deliver it to a consumer in a way you couldn’t 10 years ago,” he stated.