TRENDS UPDATE NO. 109
- SPATE BEAUTY INSIGHTS
- Oct 3, 2022
- 4 min read
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MEMBER EXCLUSIVE:
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.
Request a free trial today to explore these trackers and gain access to exclusive data that covers everything from top trends to rising brands.
HEAVY METAL
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.
Glitter Bomb
Consumers are searching for body glitter spray that can also act as a hair glitter spray as needed.
The Spate Facts: Body Glitter Spray
On average, there are 4.1K searches every month in the US for Body Glitter Spray, which is low volume relative to other body makeup searches. It’s grown +215.7% in searches since last year and there are two market leaders: Jerome Russell and Bath & Body Works.
The Spate POV
Shimmer and shine aren’t just for your face as body glitter spray brings the glitz and glamour to body care as well. Related searches include terms like: hair, DIY, Walmart, and CVS, indicating that consumers are looking to DIY or purchase affordable options at local retailers. The search for hair indicates the desire for a multi-functional product that works on both hair and body, and may be driven by a similar rising interest in hair tinsel (+120.7% YoY) that also delivers high shine but requires more time to install.
Brands should consider product development opportunities where shimmer is incorporated into other rising formats like sunscreen spray which is up +18.2% YoY. Shimmer body lotion is also up +65.8% YoY and body glitter powder is up +65.5% YoY, indicating that consumers are interested in sparkling from head to toe. Brands can also consider ways to improve the body glitter and shimmer experience, perhaps by adding longwear functionality, fragrance, or SPF protection where possible.
Royal Flush
Consumers are loving a rosy glow this summer as demonstrated by their growing interest in glow blush.
The Spate Facts: Glow Blush
There are 3.4K searches on average every month in the US for Glow Blush, which is very low volume relative to other makeup searches. It’s grown +101.7% in searches since last year with 15 market leaders including: MAC Cosmetics, Dior Beauty, and Tarte.
The Spate POV
Consumers are looking to glow up their beauty routine and get flushed cheeks with glow blush. Related searches include terms like: palette, swatch, review, healthy, rose, powder, and mineral. Similar to metallic eyeshadow, searches for palette and swatch indicate consumers desire a multitude of color shades in one place and want to see the color payoff prior to purchase.
Searches for healthy refer to healthy glow, which makes sense with searches for glowing skin up +4.8% YoY. Rose is the most frequently searched shade. Brands should look for ways to incorporate healthy glow into product copy, consumer messaging, and social content. Brands should also consider ways to help consumers achieve a healthy glow not only through beauty products but with other self care methods such as supplements, nutrition, exercise, and other lifestyle rituals.
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