In our November 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.
All About Lips
The Lipstick Index is back as fears of a recession loom, and consumers are looking to splurge on little luxuries like designer lipstick to make lip looks the focus this holiday season.
There are 74K average monthly searches for Dior lipstick and 75K for Dior lip gloss, +106% and +142% to LY, respectively. After going viral on TikTok with over 135 million views, Dior’s Lip Glow Oil is one of the most-hyped products on the social media platform. New data reports that TikTok saw the most quarterly consumer spend of any app or game at over $840 million in the first quarter of 2022.
- Searches for lip gloss (+38% to LY), stain (+42% to LY), and liner (+65% to LY) reveal consumers’ interest in different format options to meet their routine needs.
- Brands should consider opportunities for multi-benefit lip products such as tinted lip oil and serum. Consumers are increasingly searching for lipstick infused with ingredients such as vitamin E, shea, and avocado oil, indicating that there is also an opportunity to incorporate them into other lip products.
- Social media reveals new application hacks, bringing new life to lip staples. The hashtag #lazylipstick has more than 26 million views on TikTok. Content creators are trying the unusual-looking application, where users press their lips on the lipstick to apply pigment. Color cosmetic brands should share educational video content to help customers learn new, on-trend ways to apply lipstick.
Next Level Glow
From glass skin to glazed donut skin to laminated skin, the look of 2022 is all about a healthy glow, and consumers are searching for serums and moisturizers to create a “hyper-moisturized” and “laminated” look.
Glowy skin initially found its way into the cultural zeitgeist through the rise of K-Beauty and the OG Glossier Girl look. Only a few years later, the dewy look is back. Searches for dewy skin hit an all-time high in April 2022 and are expected to peak in December. Dewy, glowy skin has a bouncy quality and a shiny finish, making it the perfect foundation for full glam or a “no-makeup-makeup” look.
- The pandemic changed the way many consumers approach their routines. Many started to favor easy makeup routines, emphasizing skin care and health.
- Consumers are open to any cream, serum, or treatment to help them achieve this effect as long as it hydrates and brightens the skin. There are 361K monthly searches for vitamin C serum and 26K for glycolic acid toner, +26% and +35% to LY, respectively. Demand for hydrating and brightening serums shows that consumers are looking for the best products to achieve a lit-from-within look.
- According to ShareThis, “glow,” “glowy,” and “glowing” are the keywords consumers are looking for most when searching for anything related to beauty, ahead of buzzwords radiant and matte. With 7.6x the average engagement volume, ShareThis beauty consumers don’t want to shine; they want to glow.
- Brands should get innovative and consider which rising ingredients and formats can come together to create the ultimate dewy skin product.
Glitter hair spray and hot rollers are just two of the many hair trends from the ’90s and early ’00s making a comeback ahead of the holiday season.
There are 120K average monthly searches for hair rollers and 19.5K for velcro rollers, +27% to LY and +38% to LY, respectively. Although consumers have been focused on hair care rather than hairstyles this past year, they’ve spent the last few months searching for and learning how to use hot rollers. Searches indicate that consumers want products that meet specific needs, including rollers for different hair types and lengths.
- Consumers are searching for products and tools from the ’90s and early ’00s, like hot rollers and glitter hair spray, to inspire hair looks this season.
- Hot rollers are ideal for consumers looking to limit the use of hot tools, as the method is less damaging that using a curling iron and is relatively fool-proof. Brands like DryBar and Conair are topping the searches for hair rollers; however, there is still plenty of room in the market for innovation.
- The butterfly cut (think: Pamela Anderson and Rachel from Friends) is arguably the hairstyle of the season, and hot rollers give the wispy layers extra volume and definition. Brands in the hot roller space should provide educational content about how to style the butterfly cut and other hair lengths and textures using the tool.
To learn more about what’s trending this month, download the abbreviated report here. Clients have exclusive access to the full report here.
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