TRENDS UPDATE NO. 102
- SPATE BEAUTY INSIGHTS
- Jul 7, 2022
- 4 min read
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In last week's newsletter, we announced the launch of our Beauty Price Segmentation Tracker. This tracker reveals the top hair, skincare, and makeup brands across the low, medium, and high price points coupled with expert beauty insights.
Spate is now offering free access to this tracker to help you understand which brands are performing best within your target price point and where pricing matters most to consumers. Access the tracker today to learn more.
ANIMAL INSTINCT
Searches for skunk stripe hair indicate consumers are trying to achieve the hair looks they saw on Tiktok.
The Spate Facts: Skunk Stripe Hair
There are 23.8K searches on average every month in the US for Skunk Stripe Hair, which has grown +791.5% in searches since last year. There are no market leaders.
The Spate POV
The Skunk Stripe Hair trend channels its animal namesake by juxtaposing two contrasting colors together on the hair, usually as stripes on either side of the face but sometimes as a top and underneath layer. This trend is also rising alongside trends like peekaboo hair (+36.6% YOY), which offer a similar dual-toned style. Related searches include terms like black, natural hair, TikTok, and red. Searches for black, red, and natural hair indicate that consumers are looking for skunk stripe hair in a variety of colors and for a variety of textures. Red hair in particular has been gaining popularity in the hair category, growing +6.5% YOY. Meanwhile, the colors black and red (alongside searches for hair dye) have seen +16.6% YOY growth and +10.9% YOY growth respectively.
Alongside the hair category, searches for TikTok have seen +12.2% YoY growth, indicating that consumers are searching for the looks they saw on the platform to try and achieve them. Brands should consider the continued beauty influence of TikTok in their digital marketing strategies to ensure they stay relevant and gain traction with their product innovations.
VITAL PROTEIN
Searches for collagen serum indicate that consumers are looking to incorporate collagen in all aspects of their beauty routine.
The Spate Facts: Collagen Serum
On average, there are 14.6K searches every month in the US for Collagen Serum, which has grown +17.1% in searches since last year. There are 20 market leaders, which include brands like Pixi Beauty and Ole Henriksen.
The Spate POV
From skincare to haircare and supplements, collagen is seemingly ubiquitous in many beauty products. Unsurprisingly, collagen serums are growing in search with related terms such as: best, retinol, vegan, vitamin C, skin, hair, eye, lip, and review. In addition to collagen, consumers are looking for skincare products with other active ingredients as evidenced by searches for retinol and vitamin C. Aside from retinol and vitamin C, brands should consider incorporating other trending skincare ingredients into their collagen products such as ceramides (+11.3% YoY).
Searches for hair, eye, and lip reveal that consumers are looking for collagen to help with more than just the face, creating an opportunity for brands to create different collagen products in different formats and applications. Collagen may also be leveraged in makeup products to further push the skinification of the makeup category. Vegan collagen should also be considered in formulations as the search is up +53.8% YOY within the beauty category. However, the term vegan in the beauty category is down -20.8% YoY, which may indicate that the importance of veganism specific to collagen products.
SPLASH GUARD
Searches for waterproof eyeshadow indicate that consumers are looking for waterproof makeup products in a variety of formats.
The Spate Facts: Waterproof Eyeshadow There are 1.2K searches on average every month in the US for Waterproof Eyeshadow, which has grown +665.5% in searches since last year. There are three market leaders: Tarte Cosmetics, Urban Decay, and Makeup Forever.
The Spate POV Move over waterproof eyeliner (+26.0% YOY) and mascara (+13.3% YOY), waterproof eyeshadow is here to join the pool party. Say goodbye to creases and faded lids with the waterproof shadow. Related searches include terms like: cream, best, black, stick, review, drugstore, and liquid. Searches for cream, stick, and liquid indicate consumers are looking for waterproof eyeshadow in a variety of product formats. Meanwhile, the search for drugstore indicates that consumers are looking for a lower price point, which presents an opportunity for mass brands considering that the top market leaders all firmly sit in the prestige space.
The color black (+14.5% YoY) is growing in the overall eyeshadow category, however other trending eyeshadow colors such as pink, brown, and silver are not trending in waterproof eyeshadow, indicating that when it comes to waterproof eyeshadow in particular consumers are searching primarily for black. Waterproof as a feature is a growth opportunity, as the term is up +9.3% under the beauty category. In addition to aforementioned waterproof eyeliner and mascara, waterproof foundation is up +144.9% YoY and waterproof lipstick is up +148.1%, further emphasizing the importance of waterproof products for the summer months ahead.
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