Kao Corporation has introduced the Kanebo Smile Performer Mask, a new sheet mask that aims to bring back smiling faces amid the global health crisis.
The mask will be accompanied by a series of companion products from Kanebo. It will be launched in Japan from 10 September with a staggered global travel retail release to follow.
The Kanebo Smile Performer is a sheet mask that lifts the cheeks, mouth corners and jawline for a ten-minute treatment. It is saturated with a concentrated hydrating serum that adds radiance and bounce to the skin.
The thick, elastic sheet material seals in moisture and remains firmly in place as the skin hydrates and firms.
The Smile Performer sheet mask is made entirely from cotton by-products and has been infused with Mallow Flower extract, Moon Peach Leaf Extract, Rice Bran Extract and Methylserine.
To complement the sheet mask, Kanebo is also launching the Kanebo Lift Serum, Enriched Off Cream, Refreshing Creamy Wash and Clear Cleansing Toner in stages from September.
The Lift Serum is a high-performance anti-aging serum that lifts the facial contours, while the Enriched Off Cream is a cushioning cleansing cream that leaves the skin refreshed and moisturised. The Creamy Wash delivers a rich foaming and moisturising lather, while the Clean Cleansing Toner is a wipe-off toner that removes impurities.
Commenting on the mask design, Kanebo Brand Manager Masae Uchikawa said, “Two lifters on either side of the lower half of the mask generate a gentle pressure to pull the skin up towards the temples. Our test group has reported pleasing results, including firmer and more radiant skin. Beauty care face masks have become more popular than ever during the COVID- 19 pandemic in Japan. If anything, the trend of rigorous skincare with face masks seems to be coming into its own.”
The Smile Performer mask was inspired by a recent survey conducted by Kanebo, which said that women saw smiling and seeing smiling faces as having a positive effect on mental health. The survey was conducted in October 2020 with Japanese women aged 25 to 29, who purchased skincare products in department stores.
The launch is supported by an inspiring film campaign with the ‘Hope moves you forward’ theme. The film, released in July, was shot in several cities around the world and captures the authentic lives of a diverse group of cast members.
It will be accompanied by a positivity mindset project which will be rolled out later this month under the brand’s ‘I Hope’ pillar, which aims to uplift people with beauty, during a period when everyday mask-wearing has become the new normal.
https://youtu.be/jIvCTD9bh9g
The launch follows the release of Kanebo’s easy-to-use gender-inclusive eyeliners and makeup items. The gender-inclusive makeup line, which was released on 6 August, comprises the Eyebrow shade pencil, Eyebrow Duo, Clear Eyebrow Fixer and Moisture Rouge Neo. The easy-to-use Eyebrow Shade Pencil features a gender inclusive design, while the Eyebrow Duo is a two-colour eyebrow powder that creates natural shading.
The Clear Eyebrow fixer adds delicate natural brow shading for up to 12 hours, while the Moisture Rouge delivers intense colour payoff while keeping the lips hydrated.
