10.15.23
With the holidays around the corner, glowing skin is high on consumers’ facial wish lists. While Smashbox x Becca Shimmering Skin Perfector Pressed Highlighter in champagne pop was all the fizz in year’s past, bronzing drops and illuminating glow serums are lighting up US search queries.
Bronzing Drops
According to New York City-based beauty trend tracker Spate, bronzing drops have an average of 8.3K monthly searches and a +373.4% YoY growth. This trend is highly competitive, with Drunk Elephant coming in on top as the market leader. Drunk Elephant is also the fastest growing brand searched alongside “dupe” in the US, with a YoY growth of +726.5%. Searches for Drunk Elephant alongside “dupe” are being driven by the viral D-Bronzi Drops.
Other important consumer-driven related searches include “review” and “best,” highlighting an opportunity for brands to work with influencers to review and share how their products have positively impacted their skin or routines. If brands lack the budget to work with Alix Earle or Monet, micro-influencers are a good choice as consumers love hearing from trusted individuals about why they use specific products just as much.
Illuminating Glow Serum
Illuminating glow serum is a trend with medium competition, featuring two market leaders: Keys Soulcare and Illumina. The top-related search terms are “niacinamide,” “review” and “booster.” Analysts say consumers are searching for niacinamide in combination with an illuminating glow serum. The Keys Soulcare "Let Me Glow" priming serum, for example, contains niacinamide. For modern consumers, it’s crucial to highlight key ingredients on product labels, even for makeup products. For brands seeking another way to stand out in the market, analysts at Spate encourage consideration of focusing on boosters. As the searches show, consumers want to understand how these serums can boost or enhance their overall skin health, rather than face makeup products in the past that might have clogged or irritated their skin.