10.30.22
Sultry red may have been a trendy hair color for 2022, but consumers are seeking expensive brunette this winter. Consumers are also looking to spray away their skin concerns, from acne to a cleanser for the delicate skin on their eyelids. On the color cosmetics front, they appear to be ditching traditional powder blush and opting for a cheek stain to obtain a rosy glow.
Expensive Brunette
Google searches for expensive brunette indicate that consumers are eager to jump on a hair color trend centered around a well, rich color.
According to New York City-based beauty trend tracker Spate, on average, there are 3.1K searches every month in the US for Expensive Brunette, which is very low volume relative to other hair color looks. It has grown a whopping +1151.8% in searches since last year with no market leaders and no competition.
Expensive as a related search is up +113.0% YoY in the hair care category. This reveals that consumers want to look and feel expensive via trends like expensive brunette, and their interest in expensive products and tools. Sometimes, consumers ask if expensive products are worth it, showing rising price sensitivity that aligns with today’s economic uncertainty.
Expensive brunette happens to be the highest-growing hair color look for September.
“This trend can be a multi-tonal brunette that is rich in depth, and shiny/glossy,” explains Celebrity colorist Cassondra Kaeding on Mane Addicts.
Hair brands should consider ways to serve this consumer with shine and tone-enhancing hair care products.
The fragrance category is also seeing a rise in the related search expensive (i.e., expensive perfume for women). Spate encourages brands to use this to understand the crossovers consumers search for between hair and fragrance, and consider “What is it about the idea of looking and/or smelling expensive that is appealing to consumers? And, for consumers asking if costly products are worth it, how can brands with higher price points show that their prices are justified?
Hypochlorous Acid Spray
Consumers are searching for hypochlorous acid spray for skin conditions such as acne, as well as for dry eyes, and eyelash/eyelid cleanser. Hypochlorous Acid Spray is a multifunctional product that offers a variety of uses. Hypochlorous acid can help fight acne, eczema, and psoriasis, reduce inflammation, and help the skin heal. Hypochlorous acid alongside skincare receives 3.2K average monthly searches and is up +4.6% YoY.
On average, there are 1.9K searches every month in the US for Hypochlorous Acid Spray, which is very low volume relative to other skincare products. It’s grown +23.0% in searches since last year with 1 market leader, and very low competition; Ocusoft.
Consumers are searching for hypochlorous acid not only in a spray, but also in face cleansers, eyelash cleansers, face wash, and for acne. Brands should note that searches for face mists are up +17.7% YOY. Many in the skincare space are familiar with the buzzy Tower 28 SOS Daily Rescue Facial Spray that touts hypochlorous acid as its main ingredient. It's worth noting that despite this, however, consumers don't associate this product with hypochlorous acid, revealing space for other brands to come and play.
Cheek Stain
Cheek stains are trendy as consumers search for different product formats for blush.
On average, there are 1.7K searches every month in the US for Cheek Stain, which is very low in volume relative to other searches for blush products. It has grown +55.3% in searches since last year with three market leaders: Tarte, Benefit Cosmetics and Jane Iredale.
Cheek stains are similar to traditional powder blushes, but easier to apply and slightly more natural-looking. Right now, liquid blush is driving the most year-over-year growth in the blush product category, supporting the consumer desire for blendable blush products to help them achieve that flushed look. Consumers are also searching for vibrant colors and tones such as rose and cherry.
The search for brush alongside cheek stain reveals that consumers are looking for an accessory to help them blend in a cheek stain. After all, no one likes staining their hands with product, and there presents an opportunity for brands to sell brushes alongside their cheek stains or in a value pack.