01.14.23
As consumers hunker down at home this winter, they’re spending more time on self-care routines, according to New York City-based beauty trend tracker Spate. Finding better ways to keep their scalps clean and healthy in the form of scalp facials and reversing sun damage from their summer vacations are top of mind. That, and entertaining unconventional ways to numb the pain of a hangover and calm their worried mind (did someone say ice baths?)
Scalp Facials
Consumers are looking to upgrade their scalp care with routine scalp facials.
On average, there are 1,700 searches every month in the US for scalp facial, which is very low volume relative to other hair services. Its grown 28.5% in searches since last year with very low competition. Alterna is the market leader.
Similar to a regular facial, a scalp facial is a treatment that deeply cleanses to remove excess oil, impurities and product build-up from the scalp. The search for review alongside scalp facial indicates that consumers are still in the prospecting phase of this trend. They are on the hunt for someone to provide this service as shown by searches for “near me.”
There is a growing opportunity for spas to add scalp facials to their list of services (or list it as an add-on to other treatments like facials or massages.) The Head Spa at masa.kanai— though not yet appearing in searches alongside scalp facial— is a prime example of a business capitalizing on consumers' cravings for scalp health.
Sun Damage Repair
Consumers are looking into different products and treatments to fix signs of sun damage like sun spots and pigmentation.
There are 25,300 searches on average every month in the US for sun damage, high volume relative to other face concerns. It’s grown +28.9% in searches since last year with low competition and Garnier the sole market leader.
Over time, unprotected sun exposure can lead to sun damage, which often looks like premature wrinkles or flat brown sun spots. Searches for “face,” “skin,” “eye” and “chest” reveal that consumers are concerned about sun damage across different parts of their face and body.
Searches for “reverse,” “how to,” “get rid of,” “protect,” and “over the counter” indicate that consumers are eager for solutions to support sun damage. To some extent, sun damage is reversible utilizing blue light, lasers, chemical peels and various topical treatments.
Searches for retinol, coconut oil, and rosehip oil showcase some of the ingredients consumers are looking into when shopping for topicals. Spate encourages brands to use this data to help educate consumers on best practices when it comes to ingredients like retinol and sun, as well as healing methods and ingredients.
Ice Bath
Ice baths are trending and consumers are looking for ways to access this cold therapy at home or at the spa.
On average, there are 88,200 searches every month in the US for ice bath, which is low volume relative to other searches for bath and body. It’s grown +24.5% in searches since last year with low competition and two market leaders, Crossfit and Rubbermaid.
The healing powers of cold plunges and ice baths are hot topics during wellness podcasts. Searches for “health benefit,” “what does,” “why,” “science,” “after,” and “what is” alongside “ice bath” indicates that consumers are still learning about this trend. Because it’s such a novel concept, there is a lot of room for brands to create educational content and complementary products, according to Spate.
The search for “recovery,” “muscles,” “sore,” “weight loss,” “therapy,” “pain,” “swollen,” “anxiety,” “healing,” “hangover,” and “inflammation” showcase the concerns consumers are looking to support when it comes to ice baths. Spate encourages brands to take note of these concerns, and either use this language in messaging, or develop products that can help support the same concerns without the discomfort. This information is especially relevant in the new year as people are looking to prioritize their health and update their routines.