Dec 19, 20224 min read

TRENDS UPDATE NO. 122

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MEMBERSHIP EXCLUSIVE:

KOREAN DATA IS NOW AVAILABLE

We're excited to announce the launch of Korean data on the Spate dashboard.

Across the beauty space, Korea is known as a hub of innovation. Now, with access to Korean search data, brands can understand what's top of mind for Korean consumers before it arrives in Europe or the US.

Request access to this data to see what's up in K-Beauty for a distinct competitive edge across your development and marketing strategies.

SHOW ME THE MONEY

Google searches for expensive brunette indicate that consumers are eager to jump on a hair color trend centered around a rich (pun intended) color.

The Spate Facts: Expensive Brunette

On average, there are 3.1K searches every month in the US for Expensive Brunette, which is very low volume relative to other hair color looks. It has grown a whopping +1151.8% in searches since last year with no market leaders and no competition.

The Spate POV

Expensive as a related search is up +113.0% YoY in the hair care category. This reveals two things: 1) consumers want to look and feel expensive via trends like expensive brunette, and 2) consumers are interested in expensive products and tools. Sometimes, consumers ask if expensive products are even worth it, showing rising price sensitivity that aligns with today’s economic uncertainty.

Expensive brunette happens to be the highest-growing hair color look for September. Celebrity colorist Cassondra Kaeding explains on Mane Addicts: “This trend can be a multi-tonal brunette that is rich in depth, and shiny/glossy.” Hair brands should consider ways to serve this consumer with shine and tone-enhancing hair care products.

The fragrance category is also seeing a rise in the related search expensive (ie, expensive perfume for women). Brands should use this to understand the crossovers consumers search for between hair and fragrance. What is it about the idea of looking and/or smelling expensive that is appealing to consumers? And for consumers asking if costly products are worth it, how can brands with higher price points show that their prices are justified?

SPRAY THE PROBLEMS AWAY

Consumers are searching for hypochlorous acid spray for skin conditions such as acne, as well as for dry eyes, and eyelash/eyelid cleanser.

The Spate Facts: Purple Highlighter

There are 3.0K searches on average every month in the US for Purple Highlighter, a very low volume relative to other highlighter products. It’s grown +121.6% in searches since last year with very low competition and 3 market leaders: Wet N Wild, Becca Cosmetics, and MAC Cosmetics.

The Spate POV

If you’re looking for a makeup product that’s really going to make you stand out, look no further than a purple highlighter. While it may look extraterrestrial, purple highlighters are universally flattering when applied to the skin. Related searches include terms like holographic, liquid, and look.

Terms such as holographic and look reveal that consumers are looking for different finishes and inspiration when it comes to this trend. The search for liquid alongside purple highlighter reveals that consumers are looking for a flexible, blendable format when it comes to this product.

This is a relatively low competition trend showcasing an opportunity for brands to make a statement in this category. Purple blush has also grown significantly in the past year and is currently up +62.0% YoY. The growth in searches for both purple highlighter and purple blush illustrates the emerging desire consumers have for cool-toned complexion products.

LET’S GET CHEEKY

Cheek stains are in as consumers search for different product formats for blush.

The Spate Facts: Peptide Moisturizer

On average, there are 1.7K searches every month in the US for Cheek Stain, which is very low in volume relative to other searches for blush products. It has grown +55.3% in searches since last year with 3 market leaders; Tarte, Benefit Cosmetics, and Jane Iredale.

The Spate POV

Cheek stains are similar to traditional powder blushes but easier to apply and slightly more natural-looking — as if your crush complimented you or grandma pinched your cheeks. Right now, liquid blush is driving the most year-over-year growth in the blush product category, supporting the consumer desire for blendable blush products to help them achieve that flushed look. Consumers are also searching for vibrant colors and tones such as rose and cherry.

The search for brush alongside cheek stain reveals that consumers are looking for an accessory to help them blend in a cheek stain. No one likes staining their hands with product, and there is an opportunity here for brands to sell brushes alongside their cheek stains or in a value pack.