TRENDS UPDATE NO. 107

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THE LATEST IN FRAGRANCE & BACK TO SCHOOL TRENDS

Summer is flying by, and with fall and winter rapidly approaching, use Spate's latest reports to guide your strategy as you plan for everything from back to school shopping to holiday gifting campaigns.

Back to School Trends Report: This predictive report explores trends with strong upward growth that Spate predicts to be big come September. From hair to makeup to nails, it's all about simplicity with bold touches. Deep dive to understand how your brand can catch the wave just in time.
Fragrance Trends Report: With holiday planning right around the corner (or perhaps for your team, it's already begun), now's a fantastic time to look at the popular trends driving the fragrance category. After all, as the season of giving approaches, we expect a spike in fragrance searches. Remind consumers what they want after learning what they're already searching for.

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BLING EMPIRE

Not just for Halloween or cosplaying, consumers are now searching for rhinestone makeup to elevate their everyday makeup.

The Spate Facts: Rhinestone Makeup

There are 9.1K searches on average every month in the US for Rhinestone Makeup, which has grown +164.0% in searches since last year. There are no market leaders.

The Spate POV

Rhinestone Makeup is having a moment bringing fun, sparkly joy to everyday makeup looks instead of being relegated to special events only. Related searches include eye, Euphoria, idea, glitter, and simple — indicating that consumers are looking for simple and easy ideas to bling up their makeup looks, particularly around the eye area. Searches for Euphoria indicate that the trend may be driven by the popularity of the makeup on the tv show; the term Euphoria Makeup is up +16.6%.

Rhinestone makeup searches are enjoying high YOY growth with high predicted growth (+26.5%), but the absence of a market leader presents an opportunity for brands to step in and assume the leadership role in this category. Aside from eye makeup, brands should consider the versatility of these little gems to create other stylish looks on nails, cheeks, and other body parts. An extension into fashion can also present an opportunity beyond the beauty category.

LIGHTEN UP

Rising interest in creme lightener reveals consumers are searching for hair products that offer benefits while also providing a function like lightening.

The Spate Facts: Creme Lightener

On average, there are 3.2K searches every month in the US for Creme Lightener, which has grown +83.8% in searches since last year. There are two market leaders: Ion and Joico.

The Spate POV

Creme lighteners are a gentler alternative to bleach for lifting hair color due to the cream formula that helps condition and soften as it lightens. With the current increase in consumer concerns for sensitive (+15.6% YoY) and itchy scalps (+11.8% YoY), it makes sense that they’re searching for gentler hair lighteners. Related searches include: white, bright, how to use, review, mix, instructions, oil, kit, results, before and after, salon, and ratio — which indicates that consumers are looking for detailed information and instructions on how to mix and use the products to achieve a professional salon look at home. Consumers also search before and afters to understand how their hair will look after completing the treatment.

As the skinification of hair care continues to gain traction, develop and promote products and services that treat and nourish the hair and scalp as they lighten or dye the hair shaft. Similar to skincare where chemical peels and overzealous exfoliation led to a focus on strengthening the weakened skin barrier (barrier repair is up +65.8% YoY), consider a deeper focus on moisturizing and conditioning hair care products that counteract the damage incurred by harsh bleaching and chemical processing.

FATTY ACID TRIP

Searches for ceramide serum reveal consumers are searching for skincare products which contain multiple active ingredients.

The Spate Facts: Ceramide Serum There are 2.4K searches on average every month in the US for Ceramide Serum, which has grown +73.8% in searches since last year. There are three market leaders: Glow Recipe, Cocokind, and Elizabeth Arden.

The Spate POV

Ceramides are critical elements of the skin — fatty acids that help retain moisture and strengthen the skin barrier to maintain healthy skin function. Related searches include: avocado, review, retinol, hyaluronic acid, vitamin c, renewing, niacinamide, aging, and redness. Searches for avocado, retinol, hyaluronic acid, vitamin c, and niacinamide indicate that consumers are looking for skincare products that contain ceramides in addition to other active ingredients. Meanwhile, searches for renewing, aging, and redness indicate that consumers look towards ceramides to target these benefits and concerns (aging searched alongside the category of face concerns is up +4.9% YoY).

Ceramides as a whole are up +15% YoY and are predicted to grow +16% over the next year. Brands should leverage this strong growth by incorporating ceramides into multiple skincare formats in addition to serums such as lotions, creams, oils, sprays, and sticks. The makeup and body categories also present an opportunity to add ceramides into foundations, concealers, highlighters, body butters, body lotions, and other body care products. Brands should also consider featuring ceramides in beauty and wellness supplements that promote beauty from within.

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