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TRENDS UPDATE NO. 171

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.

 

NEW SERIES:

FRIDAY HAPPY HOUR


It's the Spate team here, and in celebration of our new food and beverage data, we'll be sharing the edible trends we love each week.

Ellie, Beauty Insights & Marketing Lead, says, "This week I'm loving a morning cocktail, and not the Irish coffee kind. I've been spicing up my morning water with ARMRA Colostrum and Kion Aminos. Also important to note, I'm using a Corkcicle Cold Cup - not a Stanley - that I recently purchased on Flip!"

Addison, Beauty Strategy & Innovation Manager, says, "I love a martini — vodka, extra dirty, please — so the recent trending dirty martini pasta caught my eye this week. It's grown +217.6% in searches since last year. I've recently gotten more into cooking as relaxation and this recipe from Delish looks promising."

We'll continue to share the food trends we love every Friday to inspire your weekend. If you want more food insights, you can also join our food newsletter. Bon appétit!


Join the Food Newsletter
 

WHAT'S TRENDING? THE TOP GROWING HAIR CARE PRODUCT TRENDS ON SEARCH IN THE US

Below are two top growing hair care product trends on search in the US. Read on to learn how these could impact your business.

Top Hair Care Products - Spate

The Spate POV

No matter your hair type, we’re willing to bet that your hair care routine consists of more than just shampoo and conditioner. Nowadays, there are so many products to choose from, whether it be styling gels, pomade sticks, or detangling sprays. Just walk any beauty aisle, and you’ll be inundated with options. But what hair products are people searching the world wide web for? Right now, the top growing hair care products in US search are bond repair and hair prewash.

Bond repair is a highly competitive trend with seven market leaders, including Alterna, Amika, Olaplex, Inkey List, Derma E, K18, and Ion. The top volume benefits being searched for alongside bond repair are anti-aging, protection, overnight, and broken hair, which showcase what consumers are ultimately looking for in their bond repair products. And you know what every MBA student says, the first step is identifying a customer’s pain points: aging and damaged hair. From there, it’s a matter of strong formulations and refining your product messaging and content to position your products as supportive of these top volume concerns.

If you’re unfamiliar with hair prewash (or pre-poo, depending on your school of thought), it’s a treatment applied to your hair before shampooing. The top volume benefit searched alongside hair prewash is for soften indicating the interest for consumers to to protect hair from dehydration from cleansing by softening in advance. Searches for scalp alongside hair prewash reveal that consumers are interested in treating the root of the hair before showering, which isn’t surprising given how much scalp care has been trending lately. Interestingly, consumers are also searching for hair detangler alongside hair prewash. Perhaps there’s room for brands to bundle these products together or emphasize the detangling benefits associated with their hair prewash... a little two-in-one action.

If you want to learn more about these two trending products, or others like Chebe hair butter (what on earth?!), we suggest you 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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