‘Protective’ and ‘Bronzing’ are the Top Growing Benefits Searched Along Skincare: Spate

As the first day of summer commences this week, it’s no surprise that the current top growing benefits searched alongside skincare in the US are protective and bronzing. 

 

According to beauty trend tracker Spate, “protective” is currently the top growing benefit alongside skincare, experiencing a year-over-year (YoY) growth of +101.9%. This growth aligns with the increasing concerns about the skin barrier, which has seen a YoY growth of +22.7%. 

 

Spate says brands should capitalize on this trend by positioning their products as protective for the skin barrier, utilizing strategies such as SEO, packaging and influencer testimonials. 

 

With the rise in searches for pollution and sun damage in skincare, brands are encouraged to take the opportunity to highlight a product as protective against common concerns, (a la Drunk Elephant’s viral D-Bronzi Anti-Pollution Sunshine Drops inspired by the great New York smoke haze of 2023). This anti-pollution product not only protects against smoky air, but also offers a bronze tint. Searches for bronzing alongside skincare are up +62.4% YoY.