06.26.22
While heading to their destination vacations for #Summer2022, consumers want to keep their makeup on just as much as they want it on-point. According to Spate, searches for waterproof eyeshadow are driving Google searches. And just as consumers want to keep their makeup jobs tip-top, the same applies to their bodies. Spate also found that consumers’ desire to look toned is just as important to them as keeping their skin youthful with help from collagen serum. With their faces and bodies taken care of, they may even head to the salon or try their own hand at creating face-framing thick highlights, a hairstyle pegged "the Skunk Stripe," popularized in the 2000s.
The Skunk Stripe
TikTok is always exploding with the latest trends when it comes to beauty. The most recent in hairstyles? The Skunk Stripe.
The Skunk Stripe hair trend channels its animal namesake by juxtaposing two contrasting colors together on the hair, usually as stripes on either side of the face, but sometimes as a top and underneath layer.
According to NYC-based beauty trend analyzer Spate, there are 23,800 searches on average every month in the US for skunk stripe hair, which has grown +791.5% in searches since last year.
This trend is also rising alongside trends like peekaboo hair (+36.6% year-over-year), which offer a similar dual-toned style. Related searches include terms like black, natural hair, TikTok and red. Searches for black, red and natural hair indicate that consumers are looking for skunk stripe hair in a variety of colors and for a variety of textures. Red hair in particular has been gaining popularity in the hair category, growing +6.5% YoY. Meanwhile, the colors black and red (alongside searches for hair dye) have seen +16.6% YoY growth and +10.9% YoY growth, respectively.
Alongside the hair category, searches for TikTok have seen +12.2% YoY growth, indicating that consumers are searching for the looks they saw on the platform to try and achieve them. Brands are encouraged to consider the continued beauty influence of TikTok in their digital marketing strategies to ensure they stay relevant and gain traction with their product innovations.
Collagen Serum
Searches for collagen serum indicate that consumers are looking to incorporate collagen in all aspects of their beauty routine. According to Spate, there are 14,600 average searches every month in the US for collagen serum, which has grown +17.1% in searches since last year. There are 20 market leaders, which include Pixi Beauty and Ole Henriksen.
From skincare to haircare and supplements, collagen is ubiquitous in many beauty products. And collagen serums are growing in search with related terms such as: best, retinol, vegan, vitamin C, skin, hair, eye, lip, and review. In addition to collagen, consumers are looking for skincare products with other active ingredients as evidenced by searches for retinol and vitamin C. Aside from retinol and vitamin C, brands should consider incorporating other trending skincare ingredients into their collagen products such as ceramides (+11.3% YoY).
Searches for hair, eye and lip reveal that consumers are looking for collagen to help with more than just the face, creating an opportunity for brands to create different collagen products in different formats and applications. Collagen may also be leveraged in makeup products to further push the skinification of the makeup category. Vegan collagen should also be considered in formulations as the search is up +53.8% YoY within the beauty category. However, the term “vegan” in the beauty category is down -20.8% YoY, which may indicate the importance of veganism specific to collagen products.
Waterproof Eyeshadow
Searches for waterproof eyeshadow indicate that consumers are looking for waterproof makeup products in a variety of formats.
According to Spate, there are 1,200 searches on average every month in the US for waterproof eyeshadow, which has grown +665.5% in searches since last year. There are three market leaders: Tarte Cosmetics, Urban Decay and Makeup Forever.
Waterproof eyeliner (+26.0% YoY) and mascara (+13.3% YoY) are currently taking a backseat to waterproof eyeshadow, which reduce the chances for creases and faded lids. Related searches include terms like: cream, best, black, stick, review, drugstore and liquid. Searches for cream, stick and liquid indicate consumers are looking for waterproof eyeshadow in a variety of product formats. Meanwhile, the search for “drugstore” indicates that consumers are looking for a lower price point, which presents an opportunity for mass brands considering that the top market leaders all firmly sit in the prestige space.
The color black (+14.5% YoY) is growing in the overall eyeshadow category, however, other trending eyeshadow colors such as pink, brown and silver are not trending in waterproof eyeshadow. This indicates that when it comes to waterproof eyeshadow in particular, consumers are searching primarily for black. Waterproof as a feature is a growth opportunity, as the term is up +9.3% under the beauty category. In addition to aforementioned waterproof eyeliner and mascara, waterproof foundation is up +144.9% YoY and waterproof lipstick is up +148.1%, further emphasizing the importance of waterproof products in the summer months.