03.07.22
Sunscreen mists, lip plumping glosses and scalp serums are driving the latest beauty searches, according to New York City-based data science-backed trend-tracker, Spate.
Sunscreen Mist
Consumers are searching for the added skin-friendly benefits that sunscreen mist can provide in their sun care routines. On average, there are 2,900 searches every month in the US for sunscreen mist, which is very low volume relative to other searches for sunscreen products. It has grown +67.5% in searches since last year and there is little competition with two brand leaders Neutrogena and Hawaiian Tropic.
Sunscreen mist is trending among the skincare category as consumers are preparing for warmer weather. Although the suncare category receives roughly 3 million average monthly searches with slow growth (+2.3% year-overyear), sunscreen mist specifically is experiencing the highest growth within the sunscreen products category, revealing consumer desire for easy-to-use spray formats for sun protection.
Related searches include terms like face, sheer, body, antioxidant, mineral, Vitamin C, and tinted. Consumers are now more knowledgeable and expecting more from their sunscreen as they search for skin-healthy ingredients like antioxidants and vitamin C, mineral sunscreens (due to the rise in clean beauty), and hybrid makeup benefits such as tinted formulas. Consumers are also searching the Shark Tank featured product, a large sunscreen mist machine that covers the entire body in seconds. The interest in this product may inspire larger format mists that make sun protection even simpler. All signs point to the sunscreen category being ripe for new innovative formats, ingredients, and applications that enhance the consumer experience, provide multiple hybrid benefits, and are quick and easy to use. With only two brands dominating this space the category is open for new competition.
Lip Plumping Gloss
Consumer search for lip plumping gloss demonstrates that skincare benefits are top of mind in this makeup category.
According to Spate, there are 43,200 searches on average every month in the US for lip plumping gloss, a trend driving a huge volume of searches in the lip makeup category. It’s grown +138.8% in searches since last year with high competition and four market leaders: Too Faced, Elf Cosmetics, City Beauty, & Grande Cosmetics.
Lip plumping gloss is growing quickly. The high-volume trend of lip fillers receives 264,300 average searches a month. This data indicates that consumers desire fuller-looking lips in a safe product they can use at home. Related searches include terms like: clear, serum, hydrating, glossy, rose, ingredients, tint and long-term effects.
The hybridization of makeup and skincare continues as evidenced by search terms such as “hydrating” and “serum." In addition, skintellectual consumers are increasingly researching ingredients in all beauty products, including the ones that specifically stimulate swelling to create the plump look.
Long-term effects have also become more desirable recently with the rise in cosmetic procedures and longwear benefits in makeup. Meanwhile, searches for clear, glossy and rose reveal that consumers may desire a more natural-colored look with their plumper lips. This illustrates that consumers are looking for both natural options that offer real results.
Scalp Serum
A variety of concerns drive searches for scalp serum, providing brands the opportunity to set themselves apart by delivering solutions for unmet consumer needs.
On average, there are 4,700 searches every month in the US for scalp serum, which is low volume relative to other searches for hair and scalp treatments. It’s grown +26.5% in searches since last year with high competition and 12 market leaders.
Scalp and hair therapy is the second-highest volume category within hair care products, driving an average of 3.2 million searches a month. This indicates that consumers are searching for a variety of hair treatments to help remedy top concerns such as dryness, thinning and hair loss. Incidentally, postpartum hair loss, anti-frizz, hair loss stress, and oily hair are the top growing hair concerns, year-over-year. These concerns are addressed in a variety of different scalp serums, resulting in the following related searches: thinning, dry, hair loss, biotin, repair, purifying and restorative.
Scalp serum is an interesting trend with no particular leader driving the market, presenting a tremendous opportunity for a great product to capture the attention of the consumers searching for this form of product. Rosemary oil in particular is an interesting ingredient within hair and scalp treatments. It is the second-largest ingredient by average monthly increase across hair care products overall, but drives the most searches as a hair serum ingredient, indicating that consumers are looking for products with rosemary oil to help with concerns such as hair loss and thinning.