Happi Staff04.29.22
With summer in the air, keeping manes sleek and shapely, artistic manicures and nontoxic alternatives to keep underarms fresh, dry and odor-free are top of mind for consumers, according to NYC-based beauty trend tracker Spate.
Bonding Oil
Bonding Oil
Data analysis found that there are an average of 1,300 searches every month in the US for bonding oil, which is very low volume relative to other searches for hair and scalp treatments. It’s grown +85.7% in searches since last year with high competition and sole market leader Olaplex.
This trend’s search is mostly dominated by Olaplex’s bonding oil, which is a reparative styling oil that increases shine, softness and color vibrancy while minimizing flyaways and protecting against heat damage. Related searches include terms like: how to use, vs, review, before, after, curly, and benefit.
Olaplex disrupted the haircare market with its new bonding technology and has successfully leveraged it in everything from in-salon treatments to at-home hair care. However, there is still opportunity for different brands to enter the space with consumers searching for “vs” to find comparable alternatives.
Spate encourages brands to consider ways to innovate with new and effective ingredients and technologies proven to provide similar reparative benefits. Noting the related search for curly hair, it also advises brands to consider how hair type-specific formulas can benefit their target consumers. Brands can also take into account other rising trends within hair care like hair loss and focus on new solutions that improve hair health to prevent further hair loss and repair breakage.
Nail Dotting
As nail art increases in popularity, consumers are searching for the nail dotting tool to tap into their inner artist and design detailed nail looks.
On average, there are 3,600 searches every month in the US for nail dotting tool, which is very low volume relative to other searches for nail design products but it has grown +42.6% in searches since last year.
The nail category overall continues to grow, with the nail art category spearheading search increase (+5 million average monthly searches) and growth (+26.6% year-over-year). Products like the nail dotting tool are fueling the nail art category by allowing consumers to create intricate nail designs with ease. Related searches include terms like: how to, designs, set, how to make, where can I buy, easy and alternative — indicating that consumers are exhibiting purchase intent and curious as to how the tool can be best utilized to create stylish nail designs.
With no established market leaders in this trend space, brands have the opportunity to grab market share through effective branding, content, education and innovation. Consider creating personalized nail art tools and sets to help consumers DIY at home and create educational content to showcase new techniques and designs.
Probiotic Deodorant
The skinification of body care has allowed probiotic deodorant to gain popularity for its function of supporting the skin's microbiome and its potential to treat other armpit-focused body concerns.
There are 770 searches on average every month in the US for probiotic deodorant, which is very low volume relative to other deodorant and antiperspirant searches. It’s grown 44.0% in searches since last year with very low competition and one market leader: Aurelia Probiotic Skincare.
Consumers have become increasingly interested in taking probiotics supplements (+26.7% year-over-year) for health concerns. Now, probiotics have started to take over the body category as probiotic deodorant provides a more natural alternative to traditional deodorant by combating body odor by means of balancing the microbiome in the armpits. Related searches include terms like: DIY, benefit and natural.
Body concerns are experiencing the largest increase in average monthly searches (+85,900 searches), and growth in the bath and body category (+5.1% year-over-year) with concerns like armpit bumps (+12.8% year-over-year) and armpit acne (+2.6% year-over-year) among some of the leading concerns by growth. Brands can leverage probiotics in body care to create multi-benefit products that not only combat body odor, but provide skin benefiting solutions such as calming sensitized skin from razor burn or fighting acne.