By Nicole Lyn Pesce
My baloney has a new first name, it’s F-A-C-I-A-L.
No, really: Oscar Mayer just rolled out a bologna-inspired beauty mask with Korean skincare company Seoul Mamas on Wednesday.
The $5 facial available on Amazon /zigman2/quotes/210331248/composite AMZN +4.03% is inspired by the meaty “masks” many folks probably made while playing with their food as kids; biting out eye and mouth holes in a slice of bologna, and sticking the cold cuts on their faces.
The Kraft Heinz-owned /zigman2/quotes/203625533/composite KHC -6.10% company says the hydrating sheet masks feature witch hazel and seaweed-derived ingredients to protect and hydrate the face. Yum! The mask also claims to restore the hydrogel that promotes skin elasticity. And the product description suggests that the bologna sheet masks can offer anti-inflammatory benefits for the skin.
“The masks will rejuvenate your beauty routine, while also bringing an unexpected smile to your face,” the company claims.
That’s a much better rap than actual cold cuts get, as studies have linked processed meats like bacon and bologna with death and heart disease .
The Amazon product description also notes that, “No, this sheet mask is not real bologna. Put it on your face, not your sandwich.”
The pretty pun-tastic Amazon description also entices shoppers to treat themselves — or, rather, “Meat yo’self” — with a “slice of self care.”
“Remember: You can’t spell delightful without deli,” it adds.
It’s not too surprising that Oscar Mayer would be craving a slice of the self-care market that McKinsey & Company estimates is worth more than $1.5 trillion globally , with an annual growth of 5% to 10%. After all, nearly nine in 10 Americans (88%) actively practice self-care .
Plus, sheet face masks are a popular pick for a little self-indulgence, with the global sheet face masks market projected to hit $551.3 million by 2026 .
What’s more, Oscar Mayer has a history of quirky PR stunts, such as turning its iconic Weinermobile into both an Airbnb /zigman2/quotes/222990650/composite ABNB +3.53% listing in Chicago in 2019, as well as a ride-share vehicle for Lyft /zigman2/quotes/208999293/composite LYFT +6.19% last year. So a beauty product that suggests slapping faux cold cuts on your face to improve your complexion is pretty on-brand.
“Oscar Mayer has a legacy bringing levity to things that have gotten too serious, and beauty is a ripe territory to playfully subvert,” said Lindsey Ressler, Oscar Mayer’s senior marketing analyst, in a press release. “This is the latest in our brand movement to create work that feels more like pop-art and less like traditional commercial advertising — inspired by the old, modernized for today.”
Let’s see who bites.