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Natural Perfumes, Multifunctional Moisturizers and Protein-Free Hair Care Products are Top of Mind for Consumers: Spate

Moisturizers with functionals like retinol, hair care products that dial down the protein and fragrances smelling au naturel drive current beauty searches.


By: Lianna Albrizio

Natural Perfumes, Multifunctional Moisturizers and Protein-Free Hair Care Products are Top of Mind for Consumers: Spate

As consumers prepare for the winter season, beauty enthusiasts are seeking a moisturizer with retinol for the body to smooth away the appearance of cellulite. They’re also seeking perfumes made with natural ingredients, and watching their hair’s protein intake, which can make their tresses undesirably brittle and dull.

Natural Perfumes

It appears the appeal of clean beauty is spilling out into the fine fragrance category. According to market research firm Spate, as consumers become more educated about what goes into their beauty products, there's a growing interest in natural perfumes.
On average, there are 7.2K searches every month in the US for natural perfume, which is low volume relative to other perfume products. It’s grown +30.4% in searches since last year with with low competition and four market leaders that include Pacifica and Saje.
Consumers are getting more conscious when perfume shopping, and there is an uptick in the number of searches for natural perfume. Natural perfumes are typically formulated using essential oils, floral extract, and organic, plant-based ingredients rather than synthetics. Searches for scents like sandalwood, vanilla, peony, and ginger reveal that the consumer is interested in a wide range of scents and that there is a lot of opportunity here for brands to play around with fragrance
Searches for “how to make” and “recipes” showcase the consumer's desire not only to buy a natural perfume, but also to formulate it from the comfort of their homes. These related searches identify an opening in the fragrance category for brands to release at-home perfume making kits, which can be supported through how-to videos and other social content.

Retinol Body Cream

Searches for retinol as an ingredient alongside body moisturizer products are up, indicating that consumers want a moisturizer that does more than just hydrate.
According to Spate, there are 3.2K searches on average every month in the US for retinol body cream, which is very low volume relative to other body moisturizer products. It’s grown +7.8% in searches since last year with no market leader.
While consumers must be mindful of sun exposure while using a retinol, as it increases the risk for sunburn, retinol has many skincare benefits that go beyond the face when applied topically through a retinol body cream. Consumers are looking for retinol body cream to target cellulite and stretch marks and smooth the skin. 
The search for “best “alongside “retinol body cream” highlights that consumers have yet to discover a go-to brand for retinol body cream and therefore are still looking for the best product in this space. Spate says this presents plenty of opportunities for brands to launch a retinol body cream formulated with typical skincare ingredients like niacinamide (+48.6% YoY alongside body moisturizer products).

Protein-Free Hair Care Products

Searches for “protein overload” indicate that consumers are struggling with too much protein in their hair care products.

On average, there are 6.5K searches every month in the US for protein overload, which is low volume relative to other searches for hair conditions. It’s grown +44.7% in searches since last year and there are no market leaders or competition.
Spate caveats that consumers can have too much of a good thing. Protein overload typically occurs when consumers have used too many products with proteins in their routine leading to dry, brittle, dull and stiff hair. Searches like “how to,” “fix,” “cure,” and “get rid of” indicate that protein overload is a hair concern that consumers are searching for at a growing rate. For brands, there’s space for education, whether it be through product copy, consumer messaging, and social content, as most consumers are unsure how to identify protein overload let alone how to treat it. 
The search for terms such as “treatment” identify an opportunity for brands to create or market a product in a way that can resolve hair concerns of protein overload. There is also space to create a line of protein-free hair care products like deep conditioning masks or hydrating sprays that can be used once the initial issue is resolved.

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