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WHAT'S TRENDING?
TOP GROWING BATH & BODY BRANDS
The chart below represents a sample of the top growing brands in the bath & body category in the US. Read on to learn how these could impact your business.
The Spate POV
Nowadays, it seems like everyone is jumping on the body care bandwagon. It's a tough market to break into, which is why we've been keeping a close eye on the rise of body care brands in the US.
Right now, Naturium is leading the pack with a staggering YoY growth of +504.9%. Based on search behavior, we speculate that this success is due to their ingredient-focused packaging, which sets them apart from the competition. Naturium's approach is refreshing because they update their products based on ingredients, not just scent or theme. In fact, the most searched ingredients alongside Naturium include vitamin C, niacinamide, azelaic acid, tranexamic acid, peptides, and BHA. Other brands should take note of this data and understand the importance of ingredients to modern consumers, regardless of the price point. Retailers such as Target and Amazon, who are often searched alongside Naturium, demonstrate the importance of accessibility for consumers. Brands should recognize that the ingredient callout trend is not exclusive to experienced skincare shoppers.
To make a name for yourself in such a saturated market, it's crucial to find your niche. Touchland is a brand that has done just that, with a YoY growth of +218.3%. Known for its Instagram-friendly hand sanitizer mists, Touchland has built a strong product format identity. Searches for sanitizer, mist, and spray all reveal the success of Touchland's innovative product formats. New brands should keep this in mind when trying to capture the attention of consumers.
These brands serve as excellent case studies for those looking to enter the body care market. Book a meeting with a Spate expert to stay up-to-date on the latest trends and stay ahead of the competition.
WHAT'S TRENDING ON TIKTOK?
#MUSHROOM BLONDE HAIR 🍄
In the last month, views for mushroom blonde hair on TikTok have grown +110.9%. That is the fastest growing TikTok hair trend this month, indicating a rise in interest for cool-toned hair colors. As TikTok continues to drive visual trends in the hair space, brands should use this data when considering content and marketing creative.
With the introduction of TikTok data into the Spate dashboard, users can compare TikTok views and consumer searches to understand which trends present a good opportunity for marketing as well as product development. Reach out to learn more.
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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