01.08.23
The holidays may be over, but consumers are keeping spirits bright in the form of metallic eye makeup this winter season. And, as beauty enthusiasts welcome another year with body care routines, top of mind besides exercise is keeping their bodies smooth with serum. They’re also seeking to up their physical appeal with pheromone oils to enhance their natural scent. Beauty trend tracker Spate gives Happi the rundown of the moment’s latest beauty trends.
Body Serum
As fitness resolutions abound, so too is an increase in searches for products to accentuate their toned bodies in the form of body serums.
On average, there are 12.5K searches every month in the US for body serum, which is low volume relative to other body moisturizer products. It’s grown +19.0% in searches since last year with very high competition and 22 market leaders including The Body Shop, Clarins, Nivea, Necessaire and Moroccanoil.
Body serum helps consumers maintain any semblance of soft, hydrated skin, especially during the winter months. Currently, the market research firm observes consumers searching for ingredients such as aha, hyaluronic acid, collagen, argan oil, retinol, and algae alongside body serum. This presents much opportunity for brands to understand what benefits consumers are looking for based on their ingredient searches— firming, moisturizing, renewing, hydrating, anti-aging and tanning. Spate encourages brands to use this opportunity to call out the ingredients that may already be in body products in their messaging or on the packaging. In addition, brands should be sure to use these keywords in marketing for body products.
Metallic Eye Makeup
New year, new you? The metallic eye trend should help turn some heads.
According to Spate, there are 2.4K searches on average every month in the US for silver eyeliner, which is very low volume relative to other eyeliner products. It has grown +25.3% in searches since last year with low competition and 3 market leaders: Revlon, Physician’s Formula and MAC Cosmetics.
The holidays typically see an increase in festive new makeup looks using products like silver eyeliner, and Spate's machine intelligence predicts this trend will continue growing past the holiday season. The search for glitter and shimmer alongside silver eyeliner indicates that consumers are looking for a product that will bring some sparkle to their eyes. Spate encourages brands to use this messaging when it comes to metallic, or shiny products, as consumers demonstrate the desire to sparkle.
As consumers seek inspiration, Spate encourages brands to use this opportunity to commission influencers to film content showcasing all of the fun ways to use the sought-after silver eyeliner.
Pheromone Oils
On average, there are 16.4K searches every month in the US for pheromone oil, which is medium volume relative to other searches for perfume products. It’s grown +20.4% in searches since last year with medium competition and Pure Instinct as the only market leader.
A recent viral TikTok video about pheromone oil claims to blend with a person’s natural smell, initiating an aromatic reaction from those around them. The search for “what is,” and “what does” alongside “pheromone oil” reveals a desire to understand this trend. Spate encourages brands to use this opportunity to educate consumers on pheromones, as it’s a new concept and can feel gimmicky without proper education, according to the trend experts.
Searches for “women” and “unisex” alongside “pheromone oil” give insight into the audience searching for pheromone oil. This information is valuable for brands looking to enter the space when formulating scents and working on branding.