01.14.24
‘Tis the season for committed relationships (à la “cuffing” season) and that means plenty of bond repair. But we’re not talking about romance.
For the beauty obsessed consumer, healthy hair is all the hype, and DIY-savvy consumers are using bond repair treatment and split end trimmers to get the job done.
For the beauty obsessed consumer, healthy hair is all the hype, and DIY-savvy consumers are using bond repair treatment and split end trimmers to get the job done.
In fact, according to beauty trend tracker Spate, based in New York City, these practices constitute the two top-growing hair care trends currently on search in the US.
Unbreakable Bond
Per Spate analysts, bond repair has a +210.3% year-over-year (YoY) growth, as beauty enthusiasts seek to mend what they’ve damaged in recent months.
It’s a highly competitive trend with several market leaders including Eprès, Alterna, Amika, The Inkey List and Olaplex. Related searches like shampoo, treatment, conditioner, mousse and oil reveal the types of product formats consumers seek for bond repairing products. Benefits such as "anti-aging," "protection" and "overnight" provide insights into the concerns consumers aim to address.
For brands formulating a new product, analysts advise highlighting these benefits in marketing and product packaging. Looking to make an even bigger splash? Analysts dish on another tip: The top ingredients searched alongside bond repair are protein and caviar.
Cutting Corners
Split end trimmers boast an average of 12.5K monthly searches and a +166.2% YoY growth. The burning question on consumers minds? “Are split-end trimmers bad for your hair?” This hairy query presents an opportunity for hair tool brands and hairstylists to get ahead by educating the time-limited consumer on trimming their split ends in the comfort of home. With no current competition, it’s fair game for brand owners to introduce such a tool. To carve out a successful picture, Spate suggests prioritizing the educational aspect. Informative videos on Instagram, TikTok and YouTube could work wonders.