Targeted exfoliation: Dermalogica launches multifunctional mask that offers personalised solutions with ‘touch-activated’ delivery
Launched in October, Dermalogica’s Hydro Masque Exfoliant is a five-minute mask that exfoliates and hydrates in a single step.
Dermalogica considers the Hydro Masque Exfoliant to be one of its biggest launches of the year.
The product contains exfoliating bamboo and ingredients such as snow mushroom, sugar beet amino acids and jojoba esters to hydrate the skin and reinforce the skin’s moisture barrier.
Furthermore, the exfoliation helps to “supercharge” the delivery of hydration into the skin by creating pathways for the hydration to penetrate into the skin.
“Why we continue to lead the industry in exciting products is that we are not only delivering the convenience of a two-in-one. We are also targeting the skin and skin needs in a different way. We are actually using the exfoliation to help to drive the hydration faster and deeper into the skin,” said Jodi Ayre, international corporate trainer, Asia, Australia and New Zealand.
Ayre said this product was designed specially to fit into consumers’ increasingly hectic lifestyles.
“Everybody seems to be impatient at the moment. We are all anxious to get on with things. We have less time, less ability to wait for things. this is the perfect option. It’s for the multitasking superwomen and supermen that really want to maximise the results in a short amount of time.”
Personalising solutions
The formula itself encapsulates the physical exfoliants in spheres and are released upon touch-activation, this allows the consumer to personalise their exfoliation routines.
“There are bubbles all over [the formula] which are touch-activated. We can burst the bubbles where we need them to target that exfoliation, whether on dry patches, and also we can avoid where to touch-activate,” explained Ayre.
This aspect of personalisation is becoming more crucial in skin care, especially in the COVID-19 era, said Ayre.
“What we all know is that while each and every one of us has gone through this horrendous last six months, we’ve all experienced it in unique ways. Not only on emotional health and wellness, but how it has impacted the skin.”
She added that stress was a phenomenal driver of skin concerns and challenges and impacted skin in different ways.
For instance, in South East Asia, people have been developing acne from the frequent use of protective masks.
Knowing that the skin condition varies from person to person, personalisation has been a “huge factor to consider” for the company when developing products, said Ayre.
Additionally, the company has developed an accompanying widget for the product. It can be accessed via the Feel The Spheres website and uses artificial intelligence to guide consumers in using the Hydro Masque Exfoliant.
The program analyses selfies and directs consumer step-by-step on how they use the Hydro Masque Exfoliant.
“This is something that is supportive for our consumers that may be new to Dermalogica. Certainly, we have that limitation on us now as to how many times we can go to visit our therapists with movement restrictions,” said Ayre.
“Personalisation not only comes through in how we guide you to use the products, but personalisation is also the services we can provide in launching this kind of virtual touch, to be able to maintain a relationship with clients through digital solutions.”
