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TRENDS UPDATE NO. 125

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AU NATURAL

As consumers get more and more educated about what goes into their beauty products, there's a growing interest in natural perfumes.

NATURAL PERFUME

The Spate Facts: Natural Perfume

On average, there are 7.2K searches every month in the US for Natural Perfume, which is low volume relative to other perfume products. It’s grown +30.4% in searches since last year with with low competition and 4 market leaders that include Pacifica and Saje.


The Spate POV

Consumers are getting more conscious when perfume shopping, and there is an uptick in the number of searches for natural perfume. Natural perfumes are typically formulated using essential oils, floral extract, and organic, plant-based ingredients rather than synthetics. Searches for scents like sandalwood, vanilla, peony, and ginger reveal that the consumer is interested in a wide range of scents and that there is a lot of opportunity here for brands to play around with fragrance.

Searches for how to make and recipes showcase the consumer's desire not only to buy a natural perfume but also to formulate it from the comfort of their homes. These related searches identify an opening in the fragrance category for brands to release at-home perfume making kits, which can be supported through how-to videos and other social content.

 

OUR LITTLE SECRET

The searches for retinol as an ingredient alongside body moisturizer products are up indicating that consumers want a moisturizer that does more than just hydrate.

RETINOL BODY CREAM

The Spate Facts: Retinol Body Cream


There are 3.2K searches on average every month in the US for Retinol Body Cream, which is very low volume relative to other body moisturizer products. It’s grown +7.8% in searches since last year with no market leader.

The Spate POV

Did you know that retinol isn’t exclusive to facial skincare products? While you must be extra mindful of the sun afterward, retinol has many skincare benefits when applied topically through a retinol body cream. Consumers are looking for retinol body cream to target cellulite and stretch marks and smooth the skin.

The search for best alongside retinol body cream highlights that consumers have yet to discover a go-to brand for retinol body cream and therefore are still looking for the best product in this space. There is a lot of opportunity for brands to launch a retinol body cream formulated with typical skincare ingredients like niacinamide (+48.6% YoY alongside body moisturizer products).

 

LESS IS MORE

Searches for protein overload indicate that consumers are struggling with too much protein in their hair care products.

PROTEIN OVERLOAD

The Spate Facts: Protein Overload

On average, there are 6.5K searches every month in the US for Protein Overload, which is low volume relative to other searches for hair conditions. It’s grown +44.7% in searches since last year and there are no market leaders or competition.


The Spate POV

Here’s a gentle reminder that you can have too much of a good thing. Protein overload typically occurs when you have used too many products with proteins in your routine and can lead to dry, brittle, dull, and stiff hair. Searches like how to fix, cure, and get rid of indicate that protein overload is a hair concern that consumers are searching for at a growing rate. For brands, there’s space for education, whether it be through product copy, consumer messaging, and social content, as most consumers are unsure how to identify protein overload let alone how to treat it.

The search for terms such as treatment identify an opportunity for brands to create or market a product in a way that can resolve hair concerns of protein overload. There is also space here to create a line of protein-free hair care products like deep conditioning masks or hydrating sprays that can be used once the initial issue is resolved.

 

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Over 20 billion data signals in beauty & wellness: explore the Spate platform today.


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