03.12.23
Fenty Beauty and Charlotte Tilbury are driving the highest average monthly search volumes among beauty enthusiasts, according to market research firm Spate.
Rihanna’s makeup brand saw an increase of 77.7% YoY growth with Charlotte Tilbury following closely behind at a +29.3% YoY growth.
During Rihanna’s performance at the Super Bowl LVII, the halftime show of which was watched by nearly 119 million spectators around the world, the pop singer touched up her makeup using Fenty Beauty’s Invisimatte Instant Setting + Blotting Powder and wore the newly-released Fenty Icon Velvet Liquid Lipstick in MVP.
Across the brand, benefits such as hydrating, longwear, glowing, soft matte, shimmer and blurring indicate the types of product marketing that consumers are directly interested in from Fenty. While replicating star power can be challenging, brands should keep these benefits in mind when formulating new products or coming up with marketing strategies, according to Spate.
Charlotte Tilbury is another brand hoping to boost sales with the help of an A-lister. The brand recently announced a partnership with Bella Hadid. Spate will monitor the brand’s top-searched products, which include the Hollywood Flawless Filter, Hollywood Contour Wand and Pillow Talk.
Hair Color Upcoming Trend: Gray
Another trend in color cosmetics that Spate is closely monitoring is the hair color gray. Though it hasn't picked up steam globally, it's predicted to grow upward in both the US and UK in the next 12 months.
Spate asks brands to consider the potential this trend has not only for hair colorists, but for at-home treatments as well. Gray blending for dark hair is a top search query for this trend. Spate also encourages brands to use this to develop new treatments to maintain the richness of brunette and black tones while accentuating icy grays.