02.14.22
Cream to Powder Foundation
On average, there are 3,300 searches every month in the US for cream to powder foundation, which is very low volume relative to other searches for foundation products. It’s grown over 128.0% in searches since last year with high competition and two market leaders: Milani and MAC.
Cream to powder foundation is the leading trend based on year-over-year growth within foundation products. It starts as a cream that allows for a more blendable application, then transforms and dries down into a powder finish. Related searches include terms like: swatch, compact, radiant, smooth, oily, combination, black skin and SPF. While search indicates interest in a radiant smooth finish with SPF protection, searches for “oily” and “combination” show that consumers with these skin types are also concerned about controlling their shine and excess oil.
There are searches for “black skin” alongside this trend, and Milani and MAC feature diverse skin tones. While this trend is relatively low in search volume, the strong growth exhibited reveals an area of opportunity for brands to continue embracing the needs of a diverse consumer base. Brands should heed the need for representation, especially as younger consumers increasingly look for brands that align with their values.
Massage Therapy
Consumers are using wellness-related eye massagers to de-puff and control swelling by stimulating blood flow.
There are 13,400 searches on average every month in the US for eye massager, which is low volume relative to other searches for massage tools and equipment. It’s grown +54.4% in searches since last year with medium competition and three market leaders: Foreo, Clarisonic, and Nurse Jamie.
Eye massagers come in different formats like wearable electric masks, handheld wand devices or manual rollers. Consumers are searching for these various types of eye massagers as eye conditions such as eyelid swelling (+231,800 average monthly searches) and puffy under eyes (+34,100 average monthly searches) drive searches in the face concern category. Related searches include terms like best, electric, how to, roller, wrinkles, and migraine. This reveals that consumers are interested in using eye massagers for both health-related ailments like migraines alongside beauty-related reasons such as wrinkles.
According to Spate, there is opportunity in this early trend space for brands to develop products that address both health and beauty-related concerns, especially as self-care remains prevalent within beauty. With multi-purpose and hybrid products becoming increasingly in demand by consumers, perhaps brands can offer unique products that deliver both beauty and health benefits (e.g. an eye cream that reduces puffy under eyes while simultaneously providing calming aromatherapy to ease migraines).
Powder Power
Texturizing hair powder is a great product for the consumers who are consistently looking for ways to achieve more voluminous hair, according to Spate.
On average, the firm says there are 12,900 searches every month in the US for texturizing powder, which is medium volume relative to other searches for hair styling products. It’s grown +31.5% in searches since last year with medium competition and 3 market leaders: Slick Gorilla, Redken and Got2b.
Texturizing powder allows consumers to achieve amplified volume with a lightweight feel, said Spate in its report. Related searches include terms like men, volumizing, instant, mattifying, and how to use. While search indicates use by men, this product also has applications for women looking for extra volume, especially those with fine hair or concerned about thinning hair, which is driving a lot of volume in the hair concerns category. (+898.1K average monthly searches).