06.25.23
According to beauty trend tracker Spate, when it comes to hair care products consumers are keen on products that target hair and scalp concerns while providing multiple benefits.
Currently, the top growth benefits searched alongside hair care products in the US are "revitalizing" and "ageless." Consumers are actively seeking ways to revitalize their hair. Revitalizing garners an average of 5.8K monthly searches alongside hair care, experiencing a YoY growth of +38.0%. Whether they've gone platinum blonde after a heartbreak-filled summer or have damaged their hair over the years via heat tools, a quality revitalizing product such as hair thickening lotion or a biotin hair treatment may be the miracle cure consumers are searching for.
Popular search queries include thicker fuller hair revitalizing shampoo, revitalizing hair blend by Hair La Vie, and Juvetress revitalizing hair therapy reviews. The inclusion of the word “reviews” is significant because consumers desire more than just promises—they seek proof that the products they're considering actually work. One strategy for brands is to incentivize reviews on their products through trial sites like Influenster, ThingTesting or Home Tester Club.
Is ‘Anti-Aging’ Passé?
Move over, “anti-aging.” The new buzzword is apparently “ageless.” The term is another growing benefit alongside hair care, with an average of 760 monthly searches (in relation to hair care products) and a year-over-year (YoY) growth of +33.8%. The top ageless hair care product consumers are searching for is Jhirmack Silver Brightening Ageless Shampoo—a moisturizing shampoo specifically designed for gray, blonde, and white hair. Additionally, consumers are also searching for gray blending (+14.2% YoY), revealing that individuals are embracing their natural hair color.
Furthermore, the term “ageless” is gaining popularity in skincare as well, with a growth of +41.2%, suggesting that consumers are using this term across different categories.