In our July Trending Now report, we dive into key themes shaping beauty consumers' choices - measured both through search interest and market data. Below we touch on the key themes which were trending this past month.
As makeup continues to pick up, consumers have shown consistent interest in eye makeup and a desire to experiment. The growing interest in mascara reveals that consumers aim for an amplified lash look with heightened length and volume.
An extreme volume trend, there are 630K average monthly searches for mascara. Consumers are searching for variations of the product. Think: tubing mascara (+70% to LY), mascara primer (+37% to LY), and clear mascara (+20% to LY), an indication that the category has strong potential and is evolving to cater to consumer preferences. With a seasonal peak in October and January, brands can leverage rising trends within the product category to play up its popularity.
- According to the 2022 “Makeup Attitudes and Usage Report” from The NPD Group, approximately 70% of makeup wearers in the U.S. have returned to previous routines or are wearing more makeup than last year. Mascara is the most used makeup product, followed by foundation, eyeshadow, eyeliner, and lipstick.
- The trend is primarily driven by benefits, like waterproof (105K AMS), lengthening (22K AMS), and volumizing (20K AMS), as consumers expect more from their makeup formulas.
- Search data shows consumers seek out clear mascara and ask questions about "how to apply" the product on lashes and brows. There are two takeaways here: consumers pursue educational content and use eyelash mascara for their brows. With skinimalism on the rise, brands should communicate multi-uses of products in their portfolio.
Searches for acne hit a three-year high in May 2020, as the rise of maskne put the concern at the forefront of the cultural zeitgeist. Active acids, like salicylic acid, offer a way to fight acne quickly and conveniently for a clear, glowing complexion.
Consumers are looking for salicylic acid to help them achieve clear, glowing skin. The clinically-proven ingredient is taking off across many different product formats, including face wash (+1% to LY), toner (+14% to LY), shampoo (+18% to LY), and serum (+44% to LY). Searches create an opportunity for brands to develop other salicylic acid products in different formats and applications.
- The salicylic acid segment of the acne medication market accounted for 16% of revenue share in 2020 and is projected to grow at a 6.2% growth rate through 2027.
- Skin savvy consumers are taking their quest for a clear complexion to the next level with searches for treatments targeting specific types of acne or body parts. Hormonal (22.2K AMS) and nodular acne (5.7K AMS) are two of the most searched for types of acne, while bacne (12.2K AMS), scalp acne (4.9K AMS), and forehead acne (3.6K AMS) are rising areas of concern.
- Does your brand have products that include Salicylic Acid? Use messaging to put this ingredient and its benefits front and center. Choose product formats that are still rising in demand with low competition.
Quick Spritz & Fix
Nearly 50% of women in the U.S. use dry shampoo to save time. Dry shampoo has become a haircare staple over the past few years. Brands are innovating with new formats and concern-focused formulas to capture consumers and stand out on the shelf.
There are 177K average monthly searches for dry shampoo, +28% to LY and +53% to 2020. Searches for dry shampoo are primarily brand-driven, with consumers searching for Living Proof (34.5K AMS), Amika (19.3K AMS), Klorane (14.8K AMS), and Dove (12.1K AMS). This is a high-volume space with many opportunities.
- According to Statista, the global dry shampoo market was estimated at $2.3 billion in 2020 and is forecast to reach $3.5 billion by 2027.
- As brands adapt to our rapidly-changing world, they should look to offer products that are mindful of water consumption while maintaining efficacy. Dry shampoo will continue to be a must-have, not only because of global issues but due to the growing number of people who use them.
- 52% of U.S. consumers think dry shampoo is a great on-the-go application, 49% believe it saves time, and 44% feel it allows them to use traditional shampoo less frequently.
- Its usage, in lieu of washing, can also extend the life of pricey salon hair color, providing another talking point for brands in this space.
- Consider other trends such as (1) ingredients like flax, green tea, coconut milk, and starch-based powders, (2) concerns like oily, flat hair, hair loss, or dry, flaking scalps, and (3) waterless or plastic-free formats that cater to eco-conscious consumers.
To learn more about what's trending this month, download the abbreviated report here. Clients have exclusive access to the full report here.