Pheromone Perfume, Liquid Blush and & More Rule the Latest Beauty Searches: Spate

As the world continues to inch out of the Covid-19 pandemic and mask restrictions have loosened, consumers are currently hot on attaining rosy cheeks, voluminous hair and pheromone perfumes—a fragrances meant to emit attractive vibes— this summer, according to beauty trend tracker Spate. 

 

 

Rosy cheeks achieved with liquid blush is currently seeing positive growth in searches. According to Spate, there are 14,100 searches on average every month in the US for liquid blush, which is medium volume relative to other blush product searches. It’s grown 35.7% in searches since last year with high competition and eight market leaders. Top brands by volume are Nars, Physician’s Formula, and Milani Cosmetics.

 

Blush products are driving the largest increase in searches within the face makeup category (up roughly 90,000 searches), and liquid blush is an innovative format that provides a multitude of benefits. Easy to apply, liquid blush be multi-use for both lip and cheek, and is richly pigmented to leave a sheer flush of color that blends seamlessly into skin. Related searches include terms such as: cheek, lip, best, drugstore, dewy, glowing, swatch and review. Top-searched colors alongside this trend include nude, pink and rose gold.

 

Similar to skincare trends, consumers are continuing to seek the look of bright, lit-from-within skin as evinced by searches for “dewy” and “glowing” alongside this trend. Color brands should take note of the continuing skinification of the makeup category and assess ways to incorporate skincare benefits into other growing products such as foundation, which is experiencing an increase of 27,400 searches. Brands can also consider applying liquid formats to other products such as eye shadows and brow products to deliver a similar look with a lasting effect.

 

 

Thick hair is the name of the hair game in beauty right now, and consumers are searching for hair extensions to give them a more voluminous look.

 

On average, there are 1.2 million searches every month in the US for hair extensions, which Spate states is “very high volume” relative to other hair styling product searches. It’s grown 25.7% in searches since last year with very high competition. There are 20 market leaders, led in volume by Bellami, Boho Locs, and Zala.

 

Hair has always played an important role in both culture and mythology. The growth in hair extensions may have been inevitable, especially after the stress of the past two years when hair loss became a growing concern. Hair extensions can also switch up one’s hairstyle from short to long and provide immediate fullness and volume.
 

Related searches include terms such as: near me, tape, best, curly, salon, how to, short hair, and permanent. Consumers searching for “near me” and “salon” indicate an interest in receiving their hair extensions professionally installed, but related searches for “how to” also show that consumers want a DIY option at home. Search queries reveal consumers are interested in installing a wide variety of extensions and formats from hair tinsel to braid extensions, from clip-ins to tape-ins, and have curly and short hair top of mind when seeking hair extensions. Brands should consider this wide range of hair types and needs and assess how they can make the installation process easier for consumers who may not have access to salon services. Brands should also speak to different DIY skill levels when promoting self-install formats. One size does not fit all when it comes to hair.

 

 

Smell can be incredibly powerful. The olfactory system is located in the same part of our brain that affects emotions, memory, and creativity and can therefore be used to trigger intense feelings and memories. Pheromone perfume hopes to tap into the olfactive power by using scents that mimic pheromones—like musk for example—to attract those of the opposite sex. While it’s unclear if humans can detect pheromones, searches for pheromone perfume indicate that consumers are ready to mingle after two years of social distancing and looking for more benefits out of their fragrance products.

 

According to Spate, there are 22,300 searches on average every month in the US for pheromone perfume, which is medium volume relative to other perfume product searches. It’s grown 27.4% in searches since last year with low competition and one market leader: Marilyn Miglin. However, the brand’s fragrance Pheromone Eau De Parfum doesn’t claim to contain pheromone-mimicking notes as other pheromone-centric fragrances might.

 

Related searches include terms such as: women, men, designer, unisex, work, review, and musk. In terms of volume, “women” is searched more alongside this trend than men, but search for unisex reveals that consumers are interested in a non-gendered pheromone perfume. Searches for “work” and “review” indicate consumer trust and knowledge of this variety of fragrance is still in its infancy, providing brands an opportunity to establish themselves amidst low competition and take the trend to its next stages. Brands can also consider extending the use of pheromones into adjacent product categories such as fragranced lotions, body washes, sprays and even deodorants.