10.02.22
With Halloween one month away, beauty consumers are looking for a fuss-free way to remove nail polish, (especially for those who enjoy a sparkly new manicure at the start of each week.) According to NYC-based beauty trend analyzer Spate, peel-off polish is gaining traction in Google searches as consumers are seeking a less time-consuming way to remove the polish without the old cotton ball and bottle.
Setting powder is also growing in popularity as consumers seek porcelain complexions without the vampire look (unless, of course, they’re dressing up like Harley Quinn in Suicide Squad for Halloween!)
On the hair care front, consumers are seeking out scalp cleansers to remove the hair-raising buildup they’ve been detecting to achieve healthier scalp and hair.
Scalp Cleanser
On average, there are 8,900 searches every month for scalp cleanser in the US, which is a low volume in search relative to other hair care products. It's grown by +14.1% in searches since last year. Currently, there are two market leaders: Aveda and Nioxin.
Buildup on the scalp can block hair follicles, leading to hair loss, which is still up +3.8% YoY after a spike mid-pandemic, according to Spate. Incorporating a scalp cleanser into hair care routines suffices in removing buildup and achieving a healthier scalp and hair.
Skinification of the hair care industry has accelerated a focus on scalp care as a growing number of consumers correlate healthy hair with a healthy scalp. Scalp treatments are currently seeing a +11.1% YoY spike in searches with scalp serums up as high as +65.0% YoY and scalp concerns (+6.1% YoY). Spate encourages existing hair care brands to consider adding scalp care products to their lines.
With searches for other hair products like dry shampoo, which is up +7.9% YoY, and hair mousse, +18.8% YoY, on the rise, brands are also advised to consider ways to educate consumers on proper scalp cleansing following a no-wash period or a day of extreme styling.
Setting Powder
Consumers are showing strong interest in setting powders, across a variety of brands.
There are currently 85,800 searches on average every month in the US for setting powder, which is high-volume relative to other face makeup products. It has grown +21.8% in searches since last year with 23 market leaders, including Laura Mercier, Becca Cosmetics, Too Faced, and RCMA. Despite its powdery properties, modern options won't leave consumers with a vampiric complexion.
Currently, there is a rise in searches for mattifying, pressed, translucent, brightening, and SPF, indicating that consumers are looking for and are interested in setting powders with various benefits. This can be an excellent opportunity for brands to create multifunctional setting powders that work to brighten, protect the skin from sun damage and provide a nice finish.
As consumers continue to be budget-conscious when purchasing, searches for “drugstore” are up +20.0% YoY alongside this trend. Brands with higher prices should keep that in mind when marketing/promoting their setting powders.
Peel-Off Nail Polish
Peel-off nail polish is the perfect product for consumers who are too busy and/or lazy to go with traditional removal methods.
On average, there are 3,700 searches every month in the US for peel-off nail polish, which is a low volume compared to other nail product searches. It’s grown almost +42.8% in searches since last year with two market leaders, Sally Hansen and Holo Taco.
Nail polish removal can be a real chore, yet improper polish removal can lead to nail weakness, brittleness, and thinning over time. Peel-off polishes are thus rising in popularity.
How to make and DIY searches play into the growing trend of at-home manicures (+12.1% YoY) as consumers search for ways to save money in the face of a potential recession. With consumers asking about ways to peel off gel nail polish, consumers are on the hunt for easy, affordable methods to remove their salon styles.
Spate advises brands to take note and promote the unique value proposition of their peel off nail polish and why consumers should buy it, rather than opting for a DIY option. The trend analyzer suggests value props like product formats (i.e. peel off nail stickers, which have +15.6% predicted growth in the next year), chic packaging or ingredient innovation.