08.14.22
The bouncy, voluminous waves of Hollywood bombshells like Marilyn Monroe and Elizabeth Taylor is the hairdo consumers are coveting, according to beauty trend tracker Spate.
They also want natural, shapely eyebrows and foundation packed with essential SPF to keep their complexions looking youthful and immaculate.
Hollywood Waves
According to Spate, there are 12,600 searches on average every month in the US for Hollywood waves, which is medium volume relative to other hairstyles. This hairstyle has grown +116.5% in searches since last year with very low competition and three market leaders, including L'Oréal Professionnel.
Related searches include terms like wedding, how to, long hair, short hair, tutorial, and mousse. Searches for wedding, tutorial, long hair, and short hair indicate that consumers are looking to achieve this style on various hair lengths and for special events such as weddings. This reveals an opportunity for brands to create inspiring content and how-to videos for the modern bride and other red carpet-worthy events.
Searches for mousse reveal that consumers are looking for the perfect products to help them achieve the vintage look. Searches for hair mousse itself are up +21.8% year-over-year (YoY). This is a great opportunity for brands to feature this product in tutorials and digital content, alongside other tools and accessories needed to create the sophisticated big waves.
Nano Brows
Nano brows, or shapely, natural-looking eyebrows are capturing consumer interest.
On average, there are 6,300 searches every month in the US for nano brows, which is relatively low volume for the brow and eye service category. It’s grown +84.8% in searches since last year with no competition or market leaders.
Nano brows are a semi-permanent brow treatment that creates the look of extra volume, fills in sparse patches and modifies the shape of the arches. Unlike microblading, nano brows are achieved with a machine using a very thin needle, which creates finer, hair-like strokes with less scabbing. Related searches include terms like: near me, microblading, vs, before, after, what is, difference, healing, and training.
Searches for terms such as before, after, microblading, vs, and difference reveal that there is room for consumer education on the comparisons and results between nano brows and microblading. This is a great opportunity for salons and aestheticians to create content around the difference between the brow techniques and for influencers to showcase their before-and-afters and experiences with each.
The search for “near me” alongside nano brows reveals that consumers intend to move forward with nano brows and are searching for local services. Meanwhile, searches for “healing” show that consumers are trying to understand and prepare for the downtime needed after this service. This is a great opportunity for brands and salons to produce educational content around the service and suggest post-procedure skincare products that help speed up the healing process.
SPF Foundation
Consumers are seeking out base makeup to keep their skin looking flawless and protected from the sun.
According to Spate, there are 4,100 searches on average every month in the US for SPF foundation, which is low volume relative to other searches for sunscreen products. It’s grown +50.8% in searches since last year with high competition and 19 market leaders including: MAC Cosmetics, Bareminerals, Shiseido, L’Oreal Paris and Armani Beauty.
With SPF foundation, consumers can ensure their skin is not only looking flawless but defending itself from sun’s damaging rays. Related searches include terms like: SPF 15, SPF 50, SPF 40, powder, fluid, mineral, best, moisturizing, and radiant. Searches for different SPF levels reveal that consumers are seeking various levels of protection in their foundations. This is an opportunity for brands to offer a full spectrum of SPF levels in their products to address various consumer protection needs. Searches for powder, fluid, and mineral indicate that consumers are also looking for a variety of different formats so brands should take heed and consider a range of format options for their foundation product.
The search for moisturizing and radiant alongside SPF foundation reveals that consumers desire additional skincare benefits with their makeup. Brands should use this data to consider what other desired skincare benefits (and ingredients) they can incorporate into their foundation and other makeup products to help consumers achieve their desired glow and healthy, flawless skin.