TRENDS UPDATE NO. 109
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MONTHLY BEAUTY TRACKER
With the arrival of July data, we're happy to say that despite news of a shaky economy, consumer beauty searches remain strong. In our interactive Monthly Beauty Tracker, we review the shifts happening across hair, skincare, makeup, and fragrance to offer a holistic view of today's beauty consumer. With our recently updated Seasonality Tracker, you can understand which trends consumers associate with a specific season. This tracker will help you strategize for the upcoming holiday season and far beyond.
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Metallic finishes are the latest of many eye-catching (pun intended) shadow trends to satisfy consumers' desires for boldness and creativity.
The Spate Facts: Metallic Eyeshadow
There are 3.1K searches on average every month in the US for Metallic Eyeshadow, which is very low volume relative to other eye makeup searches. It’s grown +172.9% in searches since last year and there are seven market leaders including e.l.f., Eloise Beauty, and L’Oréal Paris.
The Spate POV
Metallic Eyeshadow delivers high shimmer and shine for bold eyes that stand out. Related searches include terms like: palette, liquid, green and blue, matte, and swatch. Green and blue are the top colors searched alongside this trend indicating that consumers prefer cooler metallic tones, while searches for palette show that consumers want multiple shades in one place for ultimate creativity. Liquid formats and matte finishes are also of interest to consumers, and brands should include color swatches to showcase the color payoff, ideally on different skin tones.
In addition to eyeshadow, brands should consider highlighting the metallic look across other formats including metallic lipstick which is up +36.4% YoY. Glitter eyeshadow is also on the rise (+34.5% YoY), revealing another trend consumers are using to create a bold look. The combination of metal and glitter can make for a sparkling look that brands can use for online content, whether for every day or special events.
Consumers are searching for body glitter spray that can also act as a hair glitter spray as needed.