TRENDS UPDATE NO. 118
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TOP RISING INGREDIENTS & MAKEUP IN NEW YORK
There's a lot happening in the Spate dashboard this week with the addition of our latest content:
The Top Rising Ingredients Report explores the ingredients consumers are searching across categories including hair, skin, and body. Trends like the skinification of the body care continue, while new ingredients emerge as cross-category players. Use this report to support marketing for existing products and future innovation.
Our presentation from MakeUp in NewYork, Joy-Care: Beauty in the Name of Pleasure, was done in collaboration with our partners at Cosmetics Inspiration & Creation. This report reveals top color cosmetics trends from the US, UK, and French markets, offering a new international perspective.
Get access to all of this and more when you request a free trial.
CLEANSE THE SCALP
Scalp cleanser searches reflect increased consumer interest in scalp care as a trend.
The Spate Facts: Scalp Cleanser
On average, there are 8.9K searches every month for Scalp Cleanser in the US, which is a low volume in search relative to other hair care products. It's grown by +14.1% in searches since last year. Currently, there are two market leaders: Aveda and Nioxin.
The Spate POV
Buildup on the scalp can block hair follicles, leading to hair loss, which is still up +3.8% YoY after a spike mid-pandemic. Thankfully, incorporating a scalp cleanser into your hair care routine is often all it takes to remove buildup and get your scalp and hair back on track.
The increased focus on scalp care has undoubtedly been accelerated by the skinification of the hair care industry as more and more consumers relate healthy hair with a healthy scalp. It's, therefore, unsurprising that consumers are diving deeper to learn about scalp treatments (+11.1% YoY), scalp serums (+65.0% YoY), and scalp concerns (+6.1% YOY). Existing hair care brands should consider adding scalp care products to their lines.
With other hair products like dry shampoo (+7.9% YoY) and hair mousse (+18.8% YoY) on the rise, brands should consider ways to educate consumers on proper scalp cleansing following a no-wash period or a day of extreme styling.
SET FOR SUCCESS
Consumers are showing strong interest in setting powders, across a variety of brands.