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TRENDS UPDATE NO. 97

Did you know that more than 100 top beauty brands are using the Spate dashboard to help make critical marketing and product development decisions? Book your free trial today.

 

MEMBER EXCLUSIVE:

THE LATEST IN MAKEUP

Last week, we published our monthly Beauty Tracker, and the growth of base makeup products stood out to us. Slower to recover than the rest of makeup following the loosening of lockdown restrictions in 2021, it seems that this category — including everything from waterproof foundation to green concealer — is once again a focus for consumers. We recently launched our Base Makeup Trends Report that reveals which base makeup categories, in particular, are top of mind. In this report, we also reveal which brands are driving growth across the category.

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READY, SET, SPRAY


Google searches for SPF Setting Spray indicate that consumers are eager to add spf into their makeup routine beyond the base.

The Spate Facts: SPF Setting Spray

On average, there are 4.1K searches every month in the US for SPF Setting Spray, which is low volume relative to other searches for sunscreen products. It’s grown +32.8% in searches since last year with little competition. There are two market leaders: Coola and Kate Somerville.

The Spate POV

As far as product formats go, sprays are leading the greatest positive change within the sunscreen category (+142.6K average monthly searches), demonstrating that consumers are looking for a sunscreen product in a convenient format. SPF setting spray is a 2-in-1 hybrid product that acts as a sunscreen and setting spray (+31% YoY) in one to help protect skin against harmful UV rays while setting makeup. Related searches include: makeup, rose water, sunscreen, Ulta, drugstore, Sephora, organic, and matte.

Sunscreen reapplication is recommended throughout the day, and an SPF setting spray is a great way for consumers to keep their look fresh without any mess or hassle. Brands should consider how else sunscreen can be incorporated into makeup to simplify consumer routines. The top volume ingredient searched alongside setting spray is rose water, which is known to be soothing and calming — perfect to combat any redness or irritation from the sun.

 

KNOT FOR NAUGHT


Consumers are searching for knotless braids alongside varying sizes and hair colors indicating room for exploration with this trend.