07.16.23
In a saturated hair care market, branding is king.
Tried-and-true mass heritage brands like Pantene, Dove and Garnier are easily recognizable on the shelf – label or not. But according to Spate, up-and-comers like K18 and Ouai are the top-trending hair care brands searched in the US, making waves in the industry with a lasting impression on consumers.
K18’s Hair Mask
The popularity of the K18 hair mask, as indicated by the 27.1K average monthly search queries for the product, reflects the success of K18's launch strategy with this single-mask product. However, consumers are seeking more than just the mask, as demonstrated by their searches for other K18 products. Queries such as “reviews” and “Reddit” reveal consumers' desire to learn more about the brand. It's important for brands to take note of the chatter on Reddit and find ways to effectively position their products on this wildly popular platform.
The Ouai Consumer
Ouai seems to have transcended the typical celebrity-founder narrative and carved out its own unique identity. While numerous brands rely on their celebrity status to gain recognition, others prefer to remain low-key, allowing their efficacious products to speak for themselves.
The top search query for Ouai is “Ouai,” revealing consumers are interested in the brand as opposed to a specific product. Top-growing related searches alongside Ouai are “oil,” “hair mask,” “foam,” “treatment,” “leave-in” and “detox,” showcasing that the Ouai consumer is searching for a variety of product formats from the brand.
K18 excels in one specific area, leaving consumers wanting more, while Ouai has successfully mastered a wide range of products and expanded its offerings to include a diverse product line.