Vitamin C Eye Cream, Eyelash Combs and Deodorant Soap Drive Latest Beauty Searches: Spate

While being cooped up at home this winter, beauty enthusiasts are spending more time focusing on beautifying the eye area and eliminating underarm odor from heavy sweaters with deodorant soap over the traditional antiperspirant. 

 

New York City-based market research firm Spate gives Happi the in-sight behind the latest beauty trends driving Google searches. 

Vitamin C has been a skincare staple, but the growth in searches for vitamin C eye cream give insight into the benefits consumers are looking to get out of the popular ingredient.

 

On average, there are 4.0K searches every month in the US for Vitamin C Eye Cream, which is low volume relative to other eye care products. It’s grown +28.5% in searches since last year with medium competition and 8 market leaders including Context, Kiehl’s, Drunk Elephant, and Tarte.

 

There are certain tried-and-true skincare ingredients like vitamin C that will forever reign supreme, especially when it comes to eye creams. Searches for brightening, daily, anti-wrinkle, and radiant give insight into the kinds of claims consumers are searching for when it comes to this under eye product. It makes sense, as most consumers turn to eye creams in order to brighten up tired under eyes.  

 

Searches for ingredients such as hyaluronic acid, retinol, caffeine, and vitamin k alongside vitamin c eye cream showcase that consumers are looking for specific active ingredients in their skincare products. Spate encourages brands to highlight these ingredients and their benefits in their packaging and online marketing materials.

 

The growth in searches for eyelash combs reveal consumers are looking to step up their so-called “lash game” even if that means adding another step.

 

There are 4.4K searches every month in the US for eyelash comb, which is low volume relative to other eyelash products. It’s grown +45.9% in searches since last year with Tweezerman and Ardell as the sole market leaders. With few branded searches across the trend overall, it’s low competition.

 

Over-application of mascara can lead to clumping, which can make lashes look thick and heavy. In this case, consumers can benefit from an eyelash comb — a small, fine-toothed comb that is used to separate and groom the lashes after application. Searches for “metal” indicate that consumers are looking for a sturdy tool when it comes to an eyelash comb. Many mascara combs are made from cheap plastic, so brands using metal should stress the durability of their product compared to others on the market. 

 

Furthermore, searches for “set” alongside “eyelash comb” showcase an opportunity for brands who already have other eyelash products to create sets of various lash products. This, Spate says, suggests that consumers are looking to expand their eyelash care routine beyond mascara.

The rise in searches for deodorant soap showcases the consumer's desire for a soap product that cleans and combats odor.

 

Deodorant soap can be used in place of, or in addition to standard antiperspirants and deodorants. Deodorant soap is a type of soap that is formulated to neutralize or mask body odor. Most consumers are unfamiliar with deodorant soap and searches for “what is” showcase an opportunity for brands to educate consumers on deodorant soap, Spate says.

 

On average, there are 2.1K searches every month in the US for deodorant soap, which is very low volume relative to other searches for deodorant products. It’s grown +32.7% in searches since last year with low competition and three market leaders including Irish Spring and Coast Soap.

 

Searches for “body” and “body odor” alongside “deodorant soap” reveal that consumers are looking to go beyond their armpits when it comes to this product. Spate says there is potential for brands to develop body odor kits that include a range of trendy underarm products. As this is a deodorant-adjacent product, Spate encourages brands consider what other trending deodorant benefits or ingredients consumers might appreciate with this trend (i.e., lemon or coconut oil).