Tel Aviv-headquartered Alma K has launched its first ‘detox body mask’ into Italy through a Douglas retail chain listing, following a year in development. It is now set to launch the product into Slovakia and Poland in the coming weeks. The 150ml mineral-rich body mask is made using a base of 90% Dead Sea water, along with aloe vera, calendula and ginger to target whole body nourishment.
Alma K’s blend of 21 Dead Sea minerals is known for its detoxifying power and ability to reduce dryness and rebalance moisture levels in the skin.
Speaking to CosmeticsDesign-Europe, Shir Basok, marketing manager at Alma K, said the body mask enabled consumers to experience the power of the Dead Sea from afar.
“People come from all over the world to the Dead Sea to treat skin conditions; this product is bringing the Dead Sea therapy to them,” Basok said.
The body mask not only appealed to consumers looking to manage certain skin conditions, she said, but also those concerned with body appearance, particularly older women.
“Usually younger girls are more focused on the face, maybe because of acne, pimples or dryness. I think for older women, [this product] talks to them.”
Beyond the face
Basok said the product also played into a wider skin care trend where focus was now being stretched beyond the face.
“I don’t know if it’s a shift from the face; it’s more of an addition. …Because of demand from the market, skin care brands are starting to focus on the skin, like they focus on the face.”
However, Basok said Alma K’s body mask was very different to its range of face masks and the formulation was started from scratch. “It’s more powerful because it’s really, really packed with Dead Sea minerals.”
Asked if the company had plans to add more body masks to its offering, she said: “We’re working on a lot of different aspects and trying to be innovative and work on things people want. So, we have a few things in hand but we’ll see how this mask is embraced by the market first.”
Alma K’s goal in the meantime, she said, was to roll out the body mask across the rest of Europe.
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