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TRENDS UPDATE NO. 134
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LOOKING FOR SOMETHING SPECIFIC? BOOK TIME WITH A SPATE EXPERT Whatever you're looking for, we've got it. Spate is a self-service, easy-to-use dashboard that analyzes over 20 billion search signals. Book a quick 1-1 with a Spate expert for free to explore the dashboard and all it has to offer. Did you enjoy our most anticipated 2023 Trends Report, for example? There's plenty more where that came from. We'll look forward to hearing from you.
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C WHAT WE DID THERE?
Vitamin C has been a skincare staple, but the growth in searches for vitamin c eye cream give insight into the benefits consumers are looking to get out of the popular ingredient.
The Spate Facts: Vitamin C Eye Cream
On average, there are 4.0K searches every month in the US for Vitamin C Eye Cream which is low volume relative to other eye care products. It’s grown +28.5% in searches since last year with medium competition and 8 market leaders including Context, Kiehl’s, Drunk Elephant, and Tarte.
The Spate POV
There are certain tried and true skincare ingredients like vitamin C that will reign supreme forever, especially when it comes to eye creams. Searches for brightening, daily, anti wrinkle, and radiant give insight into the kinds of claims consumers are searching for when it comes to this under eye product. It makes sense as most consumers turn to eye creams in order to brighten up tired under eyes (8 hours of sleep is a myth).
Searches for ingredients such as hyaluronic acid, retinol, caffeine, and vitamin k alongside vitamin c eye cream showcase that consumers are looking for specific active ingredients in their skincare products. Brands should highlight these ingredients and their benefits in their packaging and online marketing materials.
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COMBING THROUGH THE DATA
The growth in searches for eyelash combs reveal consumers are looking to step up their lash game even if that means adding another step.
The Spate Facts: Eyelash Comb
There are 4.4K searches every month in the US for Eyelash Comb, which is low volume relative to other eyelash products. It’s grown +45.9% in searches since last year with Tweezerman and Ardell as the only two market leaders. With few branded searches across the trend overall, it’s low competition.
The Spate POV
If you’ve ever over-applied mascara in a hurry we’re sure you’ve dealt with clumping, which can make the lashes look thick and heavy. You might benefit from an eyelash comb — a small, fine-toothed comb that is used to separate and groom the lashes after applying mascara. Searches for metal indicate that consumers are looking for a sturdy tool when it comes to an eyelash comb. A lot of mascara combs are made from cheap plastic so brands using metal should point out how much more durable their product is in comparison.
Searches for set alongside eyelash comb showcase an opportunity for brands who already have other eyelash products to create sets of various lash products. This suggests that consumers are looking to expand their eyelash care routine beyond mascara.
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SUDSPICIOUS
The rise in searches for deodorant soap showcases the consumer's desire for a soap product that cleans and combats odor.
The Spate Facts: Deodorant Soap
On average, there are 2.1K searches every month in the US for Deodorant Soap which is very low volume relative to other searches for deodorant products. It’s grown +32.7% in searches since last year with low competition and 3 market leaders including Irish Spring and Coast Soap.
The Spate POV
If you’re looking for a product to use in place of or in addition to standard antiperspirants and deodorants, might we suggest deodorant soap? Deodorant soap is a type of soap that is formulated to neutralize or mask body odor. Most consumers are unfamiliar with deodorant soap and searches for what is showcase an opportunity for brands to educate consumers on deodorant soap.
Searches for body and body odor alongside deodorant soap reveal that consumers are looking to go beyond their armpits when it comes to this product. There is potential for brands to develop body odor kits that include a range of trendy underarm products. As this is a deodorant-adjacent product, consider what other trending deo benefits or ingredients consumers might love with this trend (ie, lemon or coconut oil).
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