09.25.22
Just as history tends to repeat itself, the perm, popularized in the 1970s and ‘80s, will never go out of style. In fact, it’s currently driving Google searches. This hairstyle, along with facial tightening and sheer foundation to create a youthful, immaculate face without looking like one is wearing a drop of makeup are buzzing on Google.
According to Spate, a New York City-based trend analyzer, the current growing interest in face tightening reveals that consumers want taut visages through the use of skincare products and procedures.
Currently, there are 23,800 searches on average every month in the US for face tightening, which is medium volume relative to other face services. It’s grown almost +19.9% in searches since last year with Strivectin the sole market leader.
Aging, while a privilege, can be difficult both mentally and physically, as mature skin can lose collagen, or the structural protein in the skin responsible for a bouncy, youthful and healthy appearance. Consumers are open to cream, serum and face masks to tighten their skin. Popular ingredients searched alongside skincare include copper peptides (+109.6% YoY), polypeptides (27.1% YoY), and alpha lipoic acid (+6.8% YoY).
Skincare products aside, consumers are also considering cosmetic procedures including laser and massage treatments to help them achieve a more defined, youthful face, faster. The growth in popularity of this trend suggests that consumers are willing to do whatever it takes to hold onto a snatched look. Spate, however, advises that it’s important for brands to tackle this gracefully as there has been a lot of controversy around the term anti-aging over the past couple of years. The key for brands in this circumstance is to consider how they can stand apart from the competition and innovate without villainizing sagging skin or wrinkles, Spate says, which are a natural part of the aging process that some consumers even take pride in.
Sheer Foundation
As consumers look for ways to perfect a soft glam makeup look — sheer foundation is experiencing a boost in search interest.
On average, there are 2,700 searches every month for Sheer Foundation in the US, which is a very low volume in search compared to other face makeup searches. It has grown +83.2% in searches since last year. Currently, there are two market leaders: NARS and Neutrogena.
According to the data, sheer foundation is on trend, which may have to do with the rise of no-makeup makeup or soft glam makeup (+86.3% YoY). Sheer foundation is a light coverage foundation that offers a blurring finish to conceal minor imperfections.
Related searches include terms like coverage, matte, luminous, spf, powder, and weightless. Consumers want a multi-use foundation that does more than provide coverage. Brands looking to add a sheer base product to their line should remember this, and create formulas with added benefits such as sun protection and clinical ingredients.
Interestingly enough, searches for Sephora alongside sheer foundation have gone up which reveals that consumers are partial to foundation shopping at this retailer. Spate advises brands already stocked in Sephora take note of this rising product trend alongside the retailer to position themselves as the perfect sheer foundation available at Sephora.
Loose Perms
Loose perms have been trending for the past year, and search behavior shows that no brand is owning this trend yet.
There are 56,100 searches on average every month in the US for loose perm, which is a high volume relative to other hair looks. It has grown +17.5% in searches since last year with zero market leaders.
Popularized in the '70s and '80s, perms have seen many forms over the years. The latest comeback is a loose perm, otherwise known as the perfect beach waves. Searches for before, after, and pictures are up, which shows that consumers are searching for before-and-after results and pictures of loose perms to help them decide whether or not they should rock one.
Both men and women are interested in loose perms, with a significant number of searches for men (10,200). Spate advises brands to consider how this impacts marketing and positioning of loose perm products and services.
A great opportunity as exists for brands to create an at-home perm kit as searches for how to, kit, at home, and DIY are up. Consumers are searching for how to do a loose perm at home versus getting one done at a salon, as news of economic recession persists. This begs another question of what are some other hair services that consumers may want to do at home to avoid paying top-dollar at salons.
