Spate’s newest report reveals the behavioral specificities rising from every market. Based mostly on their newest: Hair & Make-up Tendencies Report for France & the USA (July 2022), Cosmetics Inspiration & Creation has recognized three main takeaways:
The rise of heat crimson tones for hair colour
In each international locations, heat crimson tones dominate search quantity adjustments. In France, searches for ginger hair are up +2.0K. The rise of searches for burgundy instantly follows with +1.3K, then come auburn (+1K) and copper (+0.7k). Whereas crimson is the warmest colour for French customers, rising curiosity in babylights (+1.1K) additionally suggests a want for subtlety. Likewise, within the US, crimson hair is essentially the most searched colour for hair with a quantity enhance of +213.4K. Purple is adopted by copper (+36.2K), auburn (+35.8K), ginger (+32.3K) and crimson highlights (+29.0K), all of them that includes within the high ten.
Throughout each international locations customers are utilizing extra nuanced search descriptors to search out their desired hair shade, typically looking for varied colours alongside crimson hair, demonstrating a rising want for tonal colour with dimension and depth – in addition to suggesting a want for individuality.
As Cosmetics Inspiration & Creation famous from the earlier report on the US/France skincare market, French customers lean into the classics – and the hair colour class isn’t any exception, with L’Oréal holding out as essentially the most searched-for model. Then again, US customers seem like extra open to challenger manufacturers, corresponding to oVertone Haircare (+1.4K), Adore Hair Coloration (+350) and Creme of Nature (+260), which high out because the manufacturers with the best search quantity enhance YoY.
Lipstick on the middle of curiosity
Lipsticks rating excessive by search quantity enhance in each international locations (+14% in France, +37,5% within the US). It’s subsequently not stunning that lipstick gross sales have seen a +28% rise in Q2 -2022 within the US in keeping with NPD.
Lengthy-wear and shiny are on the high of the checklist for French customers (+1.7K and +1.1K respectively), whereas shine (+35.2K) and lasting (+16.1K) rating highest for the US, in keeping with Spate.
Curiously for a rustic so outlined by its love of the classics, magic/colour-changing lipstick is a rising class for French customers, breaking into the highest three most-searched-for advantages with a rise of +770 YoY.
Eyeliners shift from traditional to modern
Searches for eyeliner are up by +8.9% in France and +11% within the USA. Whereas white and brown eyeliners are proudly owning general search quantity in each territories, blue eyeliner can be more and more rising on the patron radar (+230 in France and +19.1K within the US). Inexperienced can be breaking via within the US at +12.5K, with traditional black dropping into third place for each international locations.
The Cosmetics Inspiration & Creation evaluation
French customers are slowly shifting away from the classics, and are exhibiting rising curiosity in on-trend, modern colours and formulations. The uptick in searches for extra area of interest lipstick advantages (corresponding to ‘color-changing’, ‘waterproof’ and ‘sheer’) current alternatives for manufacturers to encourage with revolutionary new ideas.
What’s rising is a shift in direction of higher expressions of individuality, which is clear in rising searches for nuanced hair colours and bolder eyeliners.
Obtain the total report right here.
Cosmetics Inspiration & Creation will discover these tendencies intimately on the upcoming MakeUp in New York occasion, the place Leila Rochet, Chief Inspiration Officer of the company shall be joined by Olivier Zimmer and Addison Cain of Spate to debate the most important international drivers fuelling the urge for food for pleasure and particular person expression.
Magnificence Discuss #2 – Pleasure-Care – Magnificence within the Title of Pleasure
MakeUp in New York, September 14 & 15, 2022 at River Pavilion – Javits Heart, New York.