SK-II

Yeah, so sheet masks have been around for a long time.

I think the OG is probably one of the most popular first foray into commercial sites, probably the SK-II mask, which is very the premium when it comes to fabric sheet masks.

It was actually first launched in the early 80s, so it's been around for a long time.

It is easy to use, but it is probably my least favorite category to talk about because the range is wide.

The fibers are really not necessarily optimized to retain water as efficiently as the hydrogel and biocellulose that we'll talk about.

And in terms of actives, again, this is a tough one for us.

It's hard for us to gauge if you pay for a premium SK-II versus you pay for a mysterious Amazon brand SK-II.

it can be far and wide.

You're able to bring in fresh idea.

you're able to smell the trendy things on TikTok or whatever and then introduce into our brand because skincare nowadays are like a fast fashion 10 years back then our mother can use SK-II forever but right now there are so many choices there's no more brand loyalty so you can see like this brand doing this dance this brand doing this gimmick or whatever if you don't do it nobody saw you So this is the harsh truth behind.

Unless you are Dior, like Kong, you can choose not to follow this trend.

But sometimes you can see that all these big boys, they are answering TikTok comments.

Mm-hmm.

But I was working for regional for SK-II-

So-

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