12.11.22
This season, consumers are looking to beat the damaging effects old man winter has on their hair and skin. How? In the form of lamellar water, a conditioning solution for damaged hair, and clear blush to keep the dewy complexion all year round, according to New York City-based market research firm Spate. They are also seeking to ditch their antiperspirants for a cream alternative so they can combat underarm sweat beneath their warm sweaters without the harsh chemicals.
Lamellar Water
Lamellar water is a water-based conditioning treatment that hydrates, adds shine and repairs damaged strands. Consumers who suffer from hair damage or over-processed hair are especially interested in this product as indicated by the increase in searches for treatment and recovery alongside lamellar water. Searches for bleach are also up, which reveals that consumers are also seeking out new ways to support color-treated hair.
On average, there are 1.3K searches every month in the US for lamellar water, which is very low volume relative to other conditioner products. It’s grown +30.4% in searches since last year with low competition and L’Oréal Paris as the only market leader.
As searches for hair oil (+1.2% YoY growth) and hair treatment (+1.5% YoY) start to slow, brands should recognize lamellar water as an opportunity to remain relevant within the hair treatment category.
Clear Blush
Consumers are searching for fun ways to add color to their face, and clear blush is the accessible product doing just that.
According to the beauty trend tracker, there are 850 searches on average every month in the US for clear blush, which is very low volume relative to other blush products. It has grown +175.7% in searches since last year with zero market leaders and zero competition.
Clear blush is a type of blush that reacts with skin’s pH and results in natural, dewy, blushing cheeks. As social media continues to drive purchasing decisions, products like clear blush, color-changing blush, and pH blush are appearing in searches as videos of people using these products are mesmerizing to watch and often go viral. Opportunities present themselves for brands entering the clear blush space to create viral content that is both interesting and educational.
The growth in blush product formats like liquid blush (+75.5% YoY), cream blush (+24.0% YoY), cheek stains (+53.3% YoY), blush sticks (+31.4% YoY) and others have confirmed that consumers are looking for different methods to add color to their face. Spate recommends brands use this data to be innovative when it comes to product formats in the color cosmetic space.
Cream Deodorant
Searches for cream deodorant reveal consumers' desires to combat sweat without the harsh chemicals in antiperspirants.
Every month there is an average of 3.2K searches for cream deodorant, which is very low volume relative to other searches for deodorant products. It has grown +60.5% in searches since last year with high competition and eight market leaders including Arrid, Kiehls, and Tussy.
Consumer interest in cream deodorant is on the rise, despite the fact that many versions from top brands — including Arrid’s Extra Dry Cream Deodorant and Kiehl’s Superbly Efficient Antiperspirant & Deodorant — are either out of stock or discontinued. Searches for natural, and organic alongside cream deodorant indicate that consumers are searching for nontoxic products when it comes to this trend, according to Spate. The search for unscented, citrus and fresh reveals the types of scents that consumers are looking for when it comes to deodorant.
Searches for “foot” reveal that consumers are looking for deodorant and antiperspirants to control sweat beyond their armpits. According to Spate, there is a unique opportunity for brands to create multiple products that target different parts of the body.