Tom Branna, Editorial Director05.31.21
Consumer interest in beauty products is waning as the world emerges from the pandemic, according to Spate. The machine intelligence platform analyzed over 20 billion search signals from April 2019 to April 2021 to identify new shifts in consumer beauty routines through lockdown.
“The pre-lockdown beauty consumer is very different from the post-lockdown beauty consumer,” observed Yarden Horwitz, co-founder, Spate. “This past year, Americans spent their time at home researching the do's and don'ts across beauty products, ingredients and services. They're much more educated on their needs, as well as their options.”
Although consumers are paying less attention to beauty products, they’re still invested in the beauty category—they’re just turning to services and procedures instead, according to the Spate. While many professional beauty services experienced a dip during the early stages of lockdown, interest has come back stronger than ever. Despite the fact that many salons have been less accessible over the past year, consumers have spent time at home researching and these “tweakments” have steadily gained popularity. For example, compared to April 2019 and 2020, search volume for makeup and skin care products in April 2021 is down. Searches for makeup and skin care services are seeing increased search volume in April 2021 compared to April 2019 and 2020.
More specifically, the service with the highest monthly search volume is facial (1.7M). The service with the highest increase in monthly search volume is Botox (+211.5K). The service with the highest YOY growth is virtual consultation (+350.7%).
Some additional trending services, according to Spate data, include:
• Brow lamination—192.7K monthly searches, +110.3K increase in monthly search
volume, +134.0% YOY growth
• Lip filler—201.6K monthly searches, +86.0K increase in monthly search volume,
+74.4% YOY growth
• Baby Botox—6.8K monthly searches, +4.6K increase in monthly search volume,
+212.1% YOY growth
• Microneedling—334.5K monthly searches, +83.3K increase in monthly search
volume, +33.2% YOY growth
Taking a closer look at specific treatments, Spate found that Botox lip flip had 135.4K monthly searches, representing +77.6K increase in monthly search volume and +134.3% YOY growth. The Botox lip flip procedure is said to be more temporary than lip filler injections, and consumers are expected to return for treatment every 3-4 months. Explore the consumer’s new beauty routine — will they seek out different types of lip products throughout their journey? Consider how their needs may vary from right after the procedure vs. right before their next appointment.
The 99.1K monthly searches for eyebrow lift, represents a 39.4K increase in monthly search volume and +66.1% YOY growth. Similarly monthly searches for thread lift reached 80.6K, representing a +37.0K increase in monthly search volume and +84.9% YOY growth.
According to Spate, overall, demand for the thread lift is demonstrating strong consumer interest for products that lift and tighten. Therefore, Spate recommends marketers consider how their products can also offer similar results, and include similar language in their communications to resonate with consumer needs.
“As lockdown restrictions lift, consumers are looking to optimize their beauty routines with professional services that offer long-lasting results,” concluded Horwitz.
“The pre-lockdown beauty consumer is very different from the post-lockdown beauty consumer,” observed Yarden Horwitz, co-founder, Spate. “This past year, Americans spent their time at home researching the do's and don'ts across beauty products, ingredients and services. They're much more educated on their needs, as well as their options.”
Although consumers are paying less attention to beauty products, they’re still invested in the beauty category—they’re just turning to services and procedures instead, according to the Spate. While many professional beauty services experienced a dip during the early stages of lockdown, interest has come back stronger than ever. Despite the fact that many salons have been less accessible over the past year, consumers have spent time at home researching and these “tweakments” have steadily gained popularity. For example, compared to April 2019 and 2020, search volume for makeup and skin care products in April 2021 is down. Searches for makeup and skin care services are seeing increased search volume in April 2021 compared to April 2019 and 2020.
More specifically, the service with the highest monthly search volume is facial (1.7M). The service with the highest increase in monthly search volume is Botox (+211.5K). The service with the highest YOY growth is virtual consultation (+350.7%).
Some additional trending services, according to Spate data, include:
• Brow lamination—192.7K monthly searches, +110.3K increase in monthly search
volume, +134.0% YOY growth
• Lip filler—201.6K monthly searches, +86.0K increase in monthly search volume,
+74.4% YOY growth
• Baby Botox—6.8K monthly searches, +4.6K increase in monthly search volume,
+212.1% YOY growth
• Microneedling—334.5K monthly searches, +83.3K increase in monthly search
volume, +33.2% YOY growth
Taking a closer look at specific treatments, Spate found that Botox lip flip had 135.4K monthly searches, representing +77.6K increase in monthly search volume and +134.3% YOY growth. The Botox lip flip procedure is said to be more temporary than lip filler injections, and consumers are expected to return for treatment every 3-4 months. Explore the consumer’s new beauty routine — will they seek out different types of lip products throughout their journey? Consider how their needs may vary from right after the procedure vs. right before their next appointment.
The 99.1K monthly searches for eyebrow lift, represents a 39.4K increase in monthly search volume and +66.1% YOY growth. Similarly monthly searches for thread lift reached 80.6K, representing a +37.0K increase in monthly search volume and +84.9% YOY growth.
According to Spate, overall, demand for the thread lift is demonstrating strong consumer interest for products that lift and tighten. Therefore, Spate recommends marketers consider how their products can also offer similar results, and include similar language in their communications to resonate with consumer needs.
“As lockdown restrictions lift, consumers are looking to optimize their beauty routines with professional services that offer long-lasting results,” concluded Horwitz.