02.28.22
According to New York City-based beauty trend spotter Spate, beauty enthusiasts are seeking to sculpt the perfect brow, experiment with virtual hair colors and seeking products with anti-aging ingredient Silymarian in their skincare routine.
Eyebrow Stamp
On average, there are 10,100 searches per month in the US for eyebrow stamp, which is medium volume relative to other eyebrow product searches. It’s grown 427.9% in searches since last year with high competition and market leader Madluvv.
From the eyebrow pencil to the powder, pomade, gel, and now the stamp, consumers’ collective obsession with achieving the perfect brows. The eyebrow stamp allows consumers to fast forward an entire brow routine with one simple press of the stamp. The product typically comes in a kit that includes a stencil, brow powder, and applicator.
The trend gave rise late last year on TikTok. The eyebrow stamp has had a strong impact on the eyebrow product category with an average monthly increase of 8,100 searches. Related searches include terms like: kit, press, waterproof, YouTube, pen, stencil, instant, and how to. The term “instant” shows that consumers are looking for a time-saving product while searches for “waterproof” show consumers’ preference for an eyebrow product with staying power. Brands can establish themselves in this space by providing fast, mess-proof products with desirable claims like the term “longwear” which is up 41.3% year-over-year in the makeup category.
Silymarian:Anti-Aging Hero Ingredient
Silymarin is a natural ingredient known for its health benefits, but searches demonstrate its potential for a powerful skincare active sought after by consumers.
There are 17,400 searches on average every month in the US for Silymarin, which is medium volume relative to other searches for herb or spice products within the natural ingredient category. It’s grown 111.6% in searches since last year with medium competition and market leader Skinceuticals.
Silymarin is an active ingredient naturally-derived from milk thistle. It’s commonly used to treat the liver, but has potential skin care benefits such as fighting inflammation and anti-aging benefits. Related searches include terms like: benefit, capsule, liver, tablet, what is, side effects, and skin. These searches indicate that consumers are seeking to educate themselves on the health benefits of silymarin and are most interested in taking the ingredient orally.
While search reveals there’s limited awareness surrounding the skin care applications of silymarin, this may present brands with the opportunity to own this space by highlighting this ingredient in new products and making a strong push towards educating consumers on its benefits.
Skinceuticals recently launched their Silymarin CF serum which combines Vitamin C with silymarin in order to protect skin from environmental damage while also tackling oiliness and blemishes. Related searches for “with” show that consumers are exploring pairing silymarin with other ingredients. If applicable, brands may consider showcasing silymarin with other well-known skincare ingredients such as Vitamin E, retinol, hyaluronic acid and other familiar actives to increase relevancy and awareness among consumers. Aside from topical skincare, there may also be an opportunity to feature silymarin in supplements to promote a more holistic approach to beauty.
Virtual Hair Color
With a shift towards advanced tech and the digital space, consumers are searching for virtual hair color to experiment and help make decisions about potential looks in real life.
On average, there are 10,100 searches every month in the US for virtual hair color, which is medium volume relative to other searches for hair color looks. It’s experienced a 37.7% growth in searches since last year with low competition and four market leaders: Matrix, Redken, L’Oréal Paris, and Clairol.
Makeover apps have become an increasingly popular service that allows consumers to virtually try on various makeup products before purchasing. This is especially helpful for a product like hair color, which requires a significant (if not permanent) commitment compared to a lipstick color consumers can easily wipe off. This finding presents a plausible explanation of why virtual hair looks are experiencing the most growth in the hair looks category with a 19.9% year-over-year growth.
As this trend continues to rise, hair color brands can capitalize on this trend by offering virtual try-on options for different high-growth styles that can be achieved with their products such as skunk stripe hair (+564.9% YoY) or milk tea hair color (+153.0% YoY). This option can extend past hair color to various haircuts or hairstyles and can even be offered as part of the in-salon consultation prior to the service.
Brands should also consider a full 360 virtual makeover service encompassing not only hair and makeup but nails, jewelry and fashion through collaborations with other apparel and beauty brands.