Freeman Beauty has dubbed April National Face Mask Month to celebrate its new campaign.
The Beauty of Self-Care initiative encourages customers to use face masks for emotional benefits as well as physical.
“Beauty is no longer just outward,” said Jon Achenbaum, CEO of Freeman Beauty.
“It’s driven by an inward desire for self-care, self-improvement, self-esteem and a healthy does of pampering.
“We want individuals to celebrate the power of masking as not something people do just to look better, but also do to feel better and what better way to honour our heritage in the category than create an entire month dedicated to facial masks.”
The campaign kicked off with the brand’s Ultimate Self-Care Contest, which customers can enter to win a year’s worth of face masks and a US$500 Visa gift card.
At the end of the month four winners will be chosen.
Last summer the brand was acquired by Yellow Wood Partners, which also owns Bare Foot, Psssst!, c.Booth and Beauty Infusion brands.
