TRENDS UPDATE NO. 99

SPATE BEAUTY INSIGHTS
Jun 16, 2022
4 min read

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: NEW DATA, NEW REPORTS, & MORE From new data (hint: May is another great month for beauty) to the launch of France, we've been hard at work. Check out the latest updates from Spate below, all available today. Simply request access.

Using the latest May data, the Monthly Beauty Tracker reveals how beauty is shifting on a macro level across the hair, skincare, makeup, and fragrance categories.
France data is now available for all dashboard users. Request access to explore this unique consumer base and understand how much-discussed French beauty is really impacting beauty trends across the US and UK.
Our latest Hair Care Trends Report reveals what hair care products are top of mind for consumers and how their popularity can be applied by brands and marketers alike.
Our Color Complexion Trends Report reveals which color complexion products are taking off in the face makeup space, from blush to contour and beyond.

Request access today to explore all of this data, and understand where and how it can be applied to your strategies entering the summer months.

HEADGEAR

The growth of searches for zig zag headbands reveals the consumer's desire to achieve the nostalgic 90s / Y2K look with a simple hair accessory.

The Spate Facts: Zig Zag Headband

There are 3.4K searches on average every month in the US for Zig Zag Headband, which is low volume relative to other searches for hair accessories. It’s grown +163.0% in searches since last year with little competition and one market leader.

The Spate POV

Following the way of hair claws, the 90s/Y2K hair revival continues with zig zag headbands. These headbands feature many teeth that comb hair back, giving a sleek, smooth look. Related searches include terms like 90s, metal, plastic, comb, and Walmart. These searches reveal that consumers are interested in accessible options in a variety of different materials for this nostalgic hair accessory.

90s hairstyles as a category are up +19.9%, indicating a revived interest in this pre-2000s hair era. However, the search for headbands are down -20.7% overall so brands should take care to understand what about the zig zag headband is interesting to consumers compared to other headbands. The sleek look of the zig zag headband would also pair nicely with different styling products that help tame flyaways.

WAR OF THE ROSES

Rosacea is a top searched face concern for consumers in the US. Questions searched alongside rosacea reveal insight into the consumer's concerns.

The Spate Facts: Rosacea

On average, there are 597K searches every month in the US for Rosacea, a trend driving a huge volume of searches in the face concerns category. It’s grown +8.6% in searches since last year with high competition and 26 market leaders, led by The Ordinary, Soolantra, and Cerave.

The Spate POV

According to the National Rosacea Society, rosacea affects well over 16 million Americans and as many as 415 million worldwide. As a result, consumers are increasingly looking to learn more about this growing concern with search terms such as “what cause”, “causes”, “before and after”, “symptoms”, and “medication”. This indicates a significant opportunity for brands to educate consumers on this condition and gain credibility by answering their top questions and concerns, potentially with a dermatologist partnership.

The benefits consumers are looking for alongside rosacea are: natural, healing, calming, hydrating, moisturizing, and relief. Brands should ensure their products deliver against these sought-after benefits and include them in consumer messaging and packaging copy. Furthermore, the skinification of the makeup category also presents an opportunity for complexion and makeup products to incorporate these same benefits into foundations, primers, and setting sprays.

SHINE SHINE, GO AWAY

Searches for matte lipstick (along with declining lip gloss interest) indicate that consumers are looking to achieve a bold, long-wear lip.

The Spate Facts: Matte Lipstick There are 47.9K searches on average every month in the US for Matte Lipstick, which has grown +87.3% in searches since last year. There are 17 market leaders highlighted by: Nyx, Maybelline, MAC Cosmetics, Kylie Cosmetics, Ctzn Cosmetics, and Revlon. The Spate POV The velvety soft and rich pigmented colors of the matte lipstick are on the menu for spring. Related searches include terms like liquid, red, pink, kit, long lasting, balm cream, rose, and soft matte. Aside from the traditional lipstick format, the search for product formats such as liquid, kit, and balm indicates that there is room for brands to explore new and different formats that deliver the desired matte finish. Red, pink, rose, purple, and burgundy are the colors that consumers are searching for. The search for long lasting supports the consumer desire for lip products that don’t disappear after the morning cup of coffee. Growing +43.6% YoY, lip blushing is one possible solution that offers a more permanent solution with this service. There is also opportunity for brands to address the common issues of dryness and flakiness that consumers experience with matte lipsticks. Brands should consider merchandising lip exfoliators, conditioners, and primers alongside matte lipsticks to offer a full lip solution.