As we’re all stuck at home this winter, beauty enthusiasts are turning to deodorant soaps over traditional antiperspirants to beautify their eye area and eliminate odor from profusely sweaty armpits. I spend a lot of time on it.
New York City-based market research firm Spate provides Happi with insights behind the latest beauty trends driving Google searches.
Vitamin C eye cream
Vitamin C is a staple in skincare, but the rise in searches for vitamin C eye creams gives us insight into the benefits consumers are looking to get from the popular ingredient.
On average, there are 4.0K searches for vitamin C eye creams in the US each month, which is a small volume compared to other eye care products. Searches increased his 28.5% from last year, with eight markets including Context, Kiehl’s, Drunk Elephant and Tarte being moderately competitive with his leader.
When it comes to eye creams in particular, proven skin care ingredients like vitamin C will forever reign. gives you insight into It makes sense, as most consumers turn to eye creams to brighten the tiredness under their eyes.
Searching for ingredients such as hyaluronic acid, retinol, caffeine, and vitamin K along with vitamin C eye creams shows that consumers are looking for specific active ingredients in skin care products. Spate encourages brands to highlight these ingredients and their benefits in packaging and online marketing materials.
The increase in searches for eyelash combs indicates that consumers are looking to step up their so-called “lash game,” even if that means adding another step.
There are 4.4K searches for eyelash combs in the US each month, a low volume compared to other eyelash products. Tweezerman and Ardell are the sole market leaders, with a 45.9% increase in searches from last year. Low competition due to few branded searches across trends.
Too much mascara can clump your lashes and make them look thick and heavy. In this case, the consumer can benefit from eyelash combs. This is a small, fine-toothed comb used to separate and groom the lashes after application. A search for “metal” shows that consumers are looking for a sturdy tool when it comes to eyelash combs. Many mascara combs are made from cheap plastic, so brands that use metal should emphasize the durability of their products compared to others on the market.
Additionally, a search for “set” alongside “eyelash comb” presents opportunities for brands that already have other eyelash products to create sets of different eyelash products. This suggests that consumers are looking to expand their eyelash care routines beyond mascara.
The increase in searches for deodorant soap indicates consumer desire for deodorant soap products.
Deodorant soap can be used in place of or in addition to standard antiperspirants and deodorants. Deodorant soap is a type of soap formulated to neutralize or mask body odor. says Spate, it presents an opportunity to
There are an average of 2.1K searches for deodorant soap in the US each month, which is a very small number compared to searches for other deodorant products. With less competition, his leader in three markets, including Irish Spring and Coast Soap, grew +32.7% in searches from last year.
Searching for ‘body’ and ‘body odor’ alongside ‘deodorant soap’ reveals that consumers are thinking about this product beyond armpits. Spate said the brand could develop a body odor kit that includes a variety of trendy underarm products. Since this is a deodorant-adjacent product, Spate encourages brands to consider other trends his deodorant benefits or ingredients (such as lemon or coconut oil) that consumers appreciate in this trend.