02.05.23
Top growth trends across skincare emphasize consumers’ overwhelming desire for moisture. Whether consumers are slathering their lips in glow balms or their full faces in Vaseline, the rise of glow balms and slugging remind brands to keep plump, dewy complexions at the forefront of their strategy, says New York City-based market research firm Spate.
Glow Balms
Glow balms are used to enhance the natural radiance of skin and lips for a healthy, glowing appearance. Searches for lip, skin and eye alongside glow balm indicate consumers' preferred treatment areas. Consumers want a glow balm that does it all per searches for brightening, cooling and healthy. Brands should take this information into consideration when developing their marketing strategies.
Slugging is a method of layering heavy, occlusive products on top of one's regular skincare routine to create an extra layer of skin barrier protection. This technique has been gaining popularity in the beauty community as a way to achieve a glass-like, glowing complexion. Searches for what’s alongside slugging reveal an opportunity to educate consumers on the method and its effects on the skin.
Face Moisturizer
The year-over-year growth of face moisturizer is represented by the color in the graphic — purple for positive growth and red for negative. Though rising within the US and France, face moisturizer interest is declining in the UK, South Korea and Japan. Spate encourages global companies and brands to consider ways to boost interest in markets where this category is slowing down.