Reparative Moisturizers, Silicone Primer and Tubing Mascara High on Consumer Radar: Spate

Winter is among us, and the preservation of youthful skin is paramount for consumers. So much, that they’re seeking moisturizers that are equal parts healing and deeply hydrating in the form of recovery cream. Elsewhere in cosmetics, the Smashbox Photo Finish era of 2018 is having a renaissance as consumers seek silicone primers to get their smoothest makeup base, in addition to long, defined natural-looking eyelashes. 

According to beauty trend tracker Spate, consumers are looking for creams with healing and deeply hydrating benefits. On average, there are 1,600 searches every month in the US for recovery cream, which is very low volume relative to other moisturizer products. It’s grown +80.0% in searches since last year with high competition and seven market leaders: Avene, Olay, Ursa Major, Elemis, 111Skin and Kiehl’s. 

 

Recovery cream is an intensive moisturizer formulated to hydrate, comfort and restore extremely dry or damaged skin. The search for terms such as “night” and “overnight” alongside “recovery cream” indicates that consumers are searching for a deeply repairing product to use in their evening routines. Additionally, the search for ingredients such as peptide, hyaluronic acid, probiotic, Vitamin K, antioxidant and collagen support the consumer's desire for ingredient-driven skincare products, according to Spate. Brands looking to add a recovery cream to their line should prioritize these buzzworthy ingredients when formulating. 

 

With so much existing competition, Spate encourages brands that are entering this space to get creative. There's an opportunity for brands to create recovery moisturizers in different formats, as showcased by the searches for product formats such as gel, oil and balm.

Searches for silicone primer indicate consumers are trying to achieve a smooth base. There are 6,100 searches on average every month in the US for silicone primer, which is low volume relative to other face primer products. It has grown +49.9% in searches since last year with medium competition and six market leaders including The Ordinary, Smashbox and Ofra.

 

With that, the Smashbox Photo Finish era of 2018 is having a renaissance. Search results show that silicone primers — including Smashbox options — are gaining traction once again. The deliberate search for silicone in priming products showcases an opportunity for brands to include silicone in their messaging for primer products. Additionally, the search for oily skin and dry skin, alongside silicone primer indicates that consumers are concerned about the impacts of silicone on their skin type. According to Spate, there is significant opportunity for brands to create content educating consumers about the impact of a silicone-based product for different skin types.

Just as snow tubing is a fun activity in wintertime, tubing mascara is gaining traction in the beauty world. Currently, there are 23,200 searches on average every month in the US for tubing mascara, which is high volume relative to other searches for mascara products. It has grown +63.4% in searches since last year with high competition and Blinc, Tarte, and L’Oreal as the market leaders. 

 

Unlike traditional mascaras, which are typically made from oils or waxes, tubing mascara is made up of tube-like polymers that wrap around each individual lash. The result is long, defined natural lashes. The search for “volume” and “waterproof” alongside “tubing mascara” indicate some key benefits that consumers are searching for when it comes to this form of mascara. 

 

Tubing mascara is known for being easy to remove, as the tubes slide off in little chunks when warm water is applied. The search for “remove” alongside “tubing mascara” reveals that consumers are interested in the removal process of tubing mascara that differentiates it from other products. Spate encourages brands to keep this top of mind, this being the type of visual transformation that performs well on social media.