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TRENDS UPDATE NO. 155

Did you know that more than 150 top beauty brands are using the Spate dashboard to help make critical marketing and product development decisions? Request your free trial today.

 

REQUEST MONTHLY BEAUTY TRACKER ACCESS

Have you seen Spate's search data? Each month, Spate compiles search-based insights in an easy-to-use interactive tracker. This tracker — which tracks the monthly shifts across the hair, skincare, makeup, and fragrance categories — is exclusively available to Spate clients. If you request your free trial today, you can also gain access.


 

NEW REPORT: TIKTOK HAIR CARE TRENDS REPORT


Discover the latest of TikTok's hair care trends, where groundbreaking methods and techniques are transforming hair care for every hair type. Whether it be trends like incorporating a conditioner-infused water bowl and steaming caps into your daily hair care regimen, TikTok is not short of creativity. Learn how you can take advantage of these TikTok trends when you download the Spate TikTok Hair Care Trends Report today.

TikTok Hair Care Trends Report 2023 - SPATE data

 

WHAT'S TRENDING? THE TOP GROWING BENEFITS SEARCHED ALONGSIDE HAIR CARE


The chart below represents a sample of the top benefits searched alongside hair care in the US. Read on to learn how these could impact your business.

Top growing skincare benefits - SPATE data

The Spate POV

When it comes to hair care, who isn't longing for shampoo-commercial-worthy hair? For many consumers, the desire goes beyond mere aesthetics. They want hair care products that cater to a range of needs, targeting various hair and scalp problems while providing multiple benefits. But not all hair care benefits are created equal, and it can be a challenging task for brands to ensure they are targeting the right ones. Currently, the top growth benefits searched alongside hair care products in the US are revitalizing and ageless.

Consumers are actively seeking ways to revitalize their hair. Revitalizing garners an average of 5.8K monthly searches alongside hair care, experiencing a YoY growth of +38.0%. Whether they've gone platinum blonde after a heartbreak-filled summer or have damaged their hair over the years via heat tools, a quality revitalizing product such as hair thickening lotion or a biotin hair treatment may be the miracle cure they're searching for. Popular search queries include thicker fuller hair revitalizing shampoo, revitalizing hair blend by Hair La Vie, and Juvetress revitalizing hair therapy reviews. The inclusion of the word reviews is significant because consumers desire more than just promises—they seek proof that the products they're considering actually work. One strategy for brands is to incentivize reviews on their products through trial sites like Influenster, ThingTesting or Home Tester Club.

Ageless is another growing benefit alongside hair care, with an average of 760 monthly searches (in relation to hair care products) and a YoY growth of +33.8%. The top ageless hair care product consumers are searching for is Jhirmack Silver Brightening Ageless Shampoo—a moisturizing shampoo specifically designed for gray, blonde, and white hair. Additionally, consumers are also searching for gray blending (+14.2% YoY), revealing that individuals are embracing their natural hair color. Furthermore, the term ageless is gaining popularity in skincare as well, with a growth of +41.2%, suggesting that consumers are using this term across different categories. It certainly has a better ring to it than anti-aging, don'tcha think?

To get the skinny on the other benefits searched alongside hair care products in the US, book a meeting with a Spate expert today.

 

At Spate, we're committed to bringing you accessible and actionable data and insights. Whether you're honing your communications strategy, social media copy, or building next year's R&D calendar, we have data that matters for you. Reach out to learn more.

 

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


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