12.04.22
As temperatures dip, the world of beauty is buzzing with moisture retentive practices to keep hair and skin radiant this winter, according to NYC-based market research firm Spate. High on consumer radar are self-tanner with hydration benefits and concealer with serum to combat both undereye darkness and dryness. Hair slugging, or applying oil to dry hair and covering it with a bonnet is also growing in consumer interest to shield healthy tresses from the damaging effects of old man winter.
Hair Slugging
Hair oiling just got a rebrand with the growing interest in hair slugging. While hair slugging may sound like a buzzy new hair technique, it’s essentially hair oiling repackaged for the TikTok audience. Similar to regular (read: facial) slugging, hair slugging involves applying a hair oil or mask to strands and putting your hair in a sock or bonnet before going to bed to retain moisture.
On average, there are 5,100 searches every month in the US for hair slugging, which is low volume relative to other hair and scalp treatments. It’s grown +205.7% in searches since last year with no competition and no market leaders.
Searches for what is alongside hair slugging indicate a desire for consumers to understand this trend and therefore an opportunity for brands to educate, and position their products as a solution for hair slugging.
Currently, hair oil is down -2.6% YoY showcasing a prime opportunity for existing hair care brands to repackage their hair oils/masks as a hair slugging product whether that be through new packaging, product renaming or educational social content.
Listen to our podcast with YouTuber and hair care entrepreneur Mindy McKnight who discusses Hairitage By Mindy's hair mask here.
Listen to our podcast with YouTuber and hair care entrepreneur Mindy McKnight who discusses Hairitage By Mindy's hair mask here.
Tanning Gel
Consumer interest in tanning gel is spreading. Tanning gel is an easy-to-apply product for both self-tanner veterans and those new to self-tanner. Searches for glowing, instant, and bronze reveal the main benefits that consumers are looking for when it comes to shopping for a tanning gel. The search for clear indicates that some consumers are looking for an initially clear tanning gel. Brands should keep this in mind when developing new tanning products as colored gels get a bad rap for staining towels and bed sheets.
There are 2,300 searches every month in the US for tanning gel, which is very low volume relative to other tanning products. It’s grown +132.2% in searches since last year with high competition and two market leaders: Carroten and B. Tan.
B.Tan has gained virality on TikTok with hundreds of videos of consumers reviewing their clear tanning gel. Brands entering this space should follow suit and really focus on gifting products to both micro and macro influencers in exchange for product reviews.
Serum Concealer
Search interest for serum concealer indicates that consumers are continuing to shop for makeup products with skincare benefits. On average, there are 1,600 searches every month in the US for serum concealer, which is very low volume relative to other searches for concealer products. It’s grown +133.5% in searches since last year with high competition and 5 market leaders that include NYX, Ilia, and Bobbi Brown.
Consumers remain on the hunt for face makeup products with skincare benefits. Serum concealer helps camouflage dark under-eye circles, blemishes and redness while treating the skin. Serums as a product format are top of mind for consumers (serum foundation is up +98.6% YoY and lip serum is up +12.4% YoY), and should be looked at carefully across categories. Searches for brightening, glowing, lifting and youth reveal the benefits that consumers are searching for when it comes to serum concealer.
The search for shades alongside serum concealer supports the importance of a shade range for consumers. When formulating this product (as well as any base makeup product), Spate encourages brands to ensure inclusivity and offer a wide range of shades. There’s additional opportunity for brands to advertise their shade range and educate consumers on the shade choices available.
