TRENDS UPDATE NO. 112
- SPATE BEAUTY INSIGHTS
- Oct 3, 2022
- 4 min read
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EXCLUSIVE CONTENT:
MONTHLY BEAUTY UPDATES
Spate updates our Monthly Beauty Tracker and Seasonal Trend Tracker at the start of each month.
Exclusively available to dashboard users, the Monthly Beauty Tracker monitors fundamental shifts across the hair, skincare, makeup, and fragrance categories to show brands what's top of mind for consumers. In addition, the Seasonal Trend Tracker offers insight into seasonal trends and trends that are popular year-round.
With September quickly approaching, request a free trial today to access the upcoming monthly tracker updates.
MIRROR, MIRROR
Hair health is the key to achieving the gorgeous and glossy glass hair trend.
The Spate Facts: Glass Hair
On average there are 5.6k searches in the US each month for glass hair, which is a very low volume relative to other searches for hair styles. It has grown +16.2% in searches since last year, and the two market leaders are L’ange and Garnier.
The Spate POV
The Korean glass skin trend dazzled us in the past, and it continues to grow with +11.3% YoY growth. It’s no surprise that consumers now want the same look for their heads – enter glass hair.
Hair health is key to the glass hair trend. Also, length needs to be supported and nourished to thrive. Related searches include water, how to, treatment, best, and dupe. Searches for best and how to suggest that consumers are keen to find out how to achieve this look at home and want to know which products will give them the best results. Brands can use this insight to create online tutorials sharing insider tips, tricks, and must-haves that will give them a perfectly polished look.
Searches for treatment also indicate that consumers are looking for specific treatments, possibly in professional salons, and searches for water consumers are looking for a lightweight, liquid format to achieve this look. Searches for dupe suggest that affordability is important – consumers want their luxurious glass hair to come at an accessible price. Brands should take note of the skincare-to-hair benefit pipeline. Consider what other skin-related benefits could appeal to consumers alongside shampoos, conditioners, masks, and more.
SUBTLE SMILE
Rising interest in corner lip lifts indicates that consumers are seeking a new procedure to achieve their desired look.
The Spate Facts: Corner Lip Lift
There are 2.9k searches on average in the US every month for corner lip lift. It has grown +60.2% in searches since last year, and there are currently no market leaders.
The Spate POV
A corner lip lift is a cosmetic procedure that can subtly transform the face. Downturned lips can be associated with aging and may incorrectly convey an unhappy or angry expression (a la resting bitch face). A corner lip lift gently turns up the corners of the mouth, turning a drooping or frowning expression into a neutral look or soft smile.
Understandably, consumers who are interested in this procedure want to do plenty of research into the process. Related searches include filler, before, after, cost, and scar. Consumers are carefully considering the price of booking this procedure, as they are actively searching for cost. Searches for before and after show that consumers want to know the typical outcome of this procedure.
Often a corner lip lift is performed through surgery, but it can also be achieved through the use of injectables. Consumers are aware of this alternative method, as they are searching for filler. Searches for scar suggest that they are worried about the marks left by a surgical corner lip lift.
Brands should make note of rising interest in this procedure, placing their recovery-aiding products front and center. Also, consider what this says about consumers’ desired looks, and how the effect can be achieved with skincare and makeup products.
ICING ON THE CAKE
Searches for pink frosted lipstick indicate the Y2K aesthetic remains popular among consumers.
The Spate Facts: Frosted Pink Lipstick
Every month there is an average of 570 searches for frosted pink lipstick – this is a +71.8% growth in searches since last year. There is one market leader, Milani Cosmetics.
The Spate POV
The Y2K aesthetic, a nostalgic twist on playful 2000s style, continues to be a leading trend, with +4.0% growth year-on-year. However, despite the love for baby tees and low-rise jeans, the trend is now extending beyond just apparel. Beauty is big news, with searches for Y2K makeup growing +112.9% year on year.
Along with glitter eyeshadow (+35.1% YoY) and thin eyebrows (+19.7% YoY), the right lipstick is an important aspect of the new millennium aesthetic. The color pink is trending among lipstick colors, as searches for pink alongside lipstick are up +23.4% year on year. Frosted lipstick as a category is also popular, having grown by +22.1% year on year, showing that consumers are eager to invest in an icy tone. Best is a related search for frosted pink lipstick, which shows that consumers are doing plenty of research online to find the best quality products to create the Y2K look of their dreams.
Brands should take note of the rising trends associated with Y2K and other rising aesthetics, placing them front and center with aligning content where possible.
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