04.02.23
If there was one good thing for the beauty business that arose from the Covid-19 pandemic it was the uptick in skin and body care regimens among consumers.
Three years in, brands are jumping on the body care bandwagon. While the body care market is a rough one to break into, market research firm Spate has been keeping a watchful eye on the rise of such brands in the US.
Currently, Naturium is leading the pack with a year-over-year (YoY) growth of +504.9%. Based on search behavior, Spate speculates this success is attributed to their ingredient-focused packaging, which sets them apart from the competition. Naturium's approach is a fresh one, as it updates their products based on ingredients, not just scent or theme. In fact, the most searched ingredients alongside Naturium include vitamin C, niacinamide, azelaic acid, tranexamic acid, peptides and BHA.
Spate encourages brands to note this data and understand the importance of ingredients to modern consumers, regardless of price point. Retailers such as Target and Amazon, which are often searched alongside Naturium, demonstrate the importance of accessibility for consumers. Moreover, brands should recognize that the ingredient callout trend is not exclusive to experienced skincare shoppers.
For a brand to make a name for itself in a highly saturated market, identifying the niche is key. Touchland is a prime example with a YoY growth is +218.3%. Known for its Instagram-friendly hand sanitizer mists, Touchland has built a strong product format identity. Searches for sanitizer, mist and spray all reveal the success of Touchland's innovative product formats. New brands should mind this strategy when attempting to capture consumer attention.
These brands serve as excellent case studies for those looking to enter the body care market.
Mushroom Blonde Hair Trends on TikTok
To switch gears to hair color, mushroom blonde hair has been sprouting in popularity on TikTok.
In the last month, views for the hair hue on the video sharing platform have grown +110.9%. That is March’s fastest-growing TikTok hair trend, indicating a rise in interest for cool-toned hair colors. As TikTok continues to drive visual trends in the hair space, brands should use this data when considering content and marketing creative.
