Consumers are enthusiastic about mascara as a quick approach to fixing roots, the power of lactic acid serums to improve skin texture, and water-based foundations for those with sensitive and oily skin.New York City Spate, a market research firm based in , provides Happi with all the details on the latest beauty trends.
hair mascara
Beauty trends come and go, and now we’re in the midst of an early renaissance. Hair mascara of course. For those just starting out, hair mascara is a temporary hair color that can be used to cover up gray hair, add highlights, and control flyaways and frizz. Clearly, a search for gray hair reveals that consumers are looking for ways to hide it. Neon searches present an opportunity for consumers to add fun colors to their hair.
There are an average of 5.5K hair mascara searches per month in the US, which is a small volume compared to other hair and makeup products. Since last year, the number of searches he has increased by 18.6%. L’Oreal is the top market leader, but searches for the brand remain low overall, which tends to make it less competitive.
Searching for “how to use” or “content” reveals that consumers don’t know how to use hair mascara. This provides plenty of opportunities for brands to work with UGC to create educational content about hair mascara products.There is also a space for makeup brands to highlight the multifunctionality of their classic products.
Lactic acid serum
Lactic acid is what Spate calls the “grand master of alpha hydroxy acids (AHAs).” It improves skin texture and tone, reduces the appearance of fine lines and wrinkles, and helps to even out skin tone. It reveals the kind of claims you’re looking for in your product. Brands should highlight the benefits and benefits of lactic acid in their marketing materials.
There is an average of 2.8K lactate serum searches per month in the US, a very low volume compared to other face serums. Searches have increased by 45.9% since last year and are very competitive, with three markets his leader Biossance, The Inkey List and Sunday Riley.
A search for squalane and glycolic acid reveals that some consumers are interested in combining lactic acid with other ingredients in this skin care serum. There are many opportunities for brands to sell their products in bulk and at discounted prices. Sunday Riley, his market leader in this field, is a great example of putting together bestsellers into a great brand.
water-based foundation
The water-based formula is perfect for those with sensitive or oily skin. With so many options on the market, consumers are trying to understand the differences between foundation products of various formulations and the obvious advantages in searching for silicones and oils. Brands that offer silicone, water, or oil-based foundations have an opportunity to educate consumers about which primers, moisturizers, etc. work best with each formula to avoid separation or pilling.
On average, there are 15.2K searches for water-based foundation each month in the US, which is moderate compared to searches for other foundation products. Highly competitive, his six markets of Tarte, Maybelline and L’Oreal have led him to a 43.9% increase in searches since last year. You are searching tarts for a specific product. Consumers are searching Maybelline and L’Oreal to see if the popular foundations are actually water-based.
Searching for “coverage” alongside “water-based foundation” shows that consumers are interested in the coverage of these lightweight formulas. Brands should be clear about the coverage the foundation provides when creating product copy and marketing materials, Spate said.
