A report from Spate on U.S. consumer search trends within beauty and personal care indicates a continued interest in hair services and supplements geared toward mental wellness and health. Spate is also reporting a strong increase in search volume for the brand Black Girl Sunscreen.
More from Spate: US Consumer Trends in Hair Care, Cosmetics and Supplements
There are 7K average monthly searches in the United States for the brand Black Girl Sunscreen—a growth of 58.7% since last year. Spate reports that the brand has experienced strong peaks over the last two years.
There are 2.4K average monthly searches for anti-humidity spray, a low volume relative to other hair styling products and a growth of 28.5% since last year. There is medium market competition with four leaders: Oribe, Living Proof, Amika and Alterna.
Per Spate, hair services drive U.S. consumer search interest in the hair care category and the growing interest in anti-humidity spray presents brands the opportunity to promote the spray as a way to protect hair stylings during muggy summertime climates.
There are 1.3M average monthly searches for ashwagandha, an ingredient that promotes well-being and positive effects on the mind. The trend has a very high search volume relative to other adaptogen products, representing a 46.2% growth since last year with very high competition and three brand leaders: Goli, Nature Made and KSM-66.
Spate reports that the ingredient peaked in August, suggesting consumers are interested in its calming benefits as the summer transitions into fall and winter. Brands can capitalize on the trend by providing consumer education on the stress-relieving properties of ashwagandha and offering the natural ingredient as a supplement.