Spate released a new report detailing U.S. consumer search trends within beauty, indicating growing trends in bonding oil, nail dotting tools and probiotic deodorants. The trends are all a relatively low search volume but represent significant percentage increases as the new trends start to develop.
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There are 1.3K average monthly searches in the United States for bonding oil, a very low volume relative to other searches for hair and scalp treatments, but also a growth of 85.7% in searches since last year with high competition and one dominant market leader, Olaplex’s bonding oil. Related searches include how to use, vs, review, before, after, curly and benefit.
Nail art continues to trend, with 3.6K average monthly searches for nail dotting tools, which is also a very low volume relative to other nail design searches but a growth of 42.6% in searches since last year. Per Spate, the nail category continues to grow, and the nail art segment is driving the category, with 5 million average monthly searches, a growth of 26.6% since last year. Related searches include how-to, designs, set, how to make, where can I buy, easy and alternative.
There are 770 average monthly searches for probiotic deodorant, which is a very low volume relative to other deodorant and antiperspirant searches but a growth of 44% in searches since last year with very low competition and one market leader, Aurelia Probiotic Skincare. Related searches include DIY, benefit and natural.
Per Spate, body concerns are experiencing the largest increase in average monthly searches (85.9K increase in searches), with concerns like armpit bumps (12.8% increase) and armpit acne (2.6% increase) among some of the leading concerns by growth.
More from Spate: U.S. Consumer Trends in Perfume, Hair and Skin Care