To get a glimpse of how the general public consumes beauty, it can be a good idea to take a look at searches carried out on social networks and certain search engines. This is what Spate, the foresight firm, has done in its latest report.
Spate has developed the “popularity index”. This measure aggregates data from TikTok, Instagram and Google (in the U.S.) and quantifies the popularity of a trend or product on these platforms.
Skin care
Internet users carry out their “skincare” searches mainly on TikTok (42.3% popularity index). They are particularly eager for information on sunscreens, serums and facial cleansers.
Make-up
When it comes to make-up, TikTok (44.9% popularity rating) continues to win the hearts and minds of Americans. Consumers focus their searches on lip glosses, complexion correctors and blushes. TikTok serves as a hub for make-up discovery and evaluation. Trendy hashtags like #viral help users spot products that are all the rage.
When it comes to product formulation, however, they turn more to Google.
Hair care
According to Spate, Instagram dominates this category (36.7% popularity index). The most popular queries concern hair routines, specific care (scalp, dandruff, alopecia) and shampoos.
“Hair salons play a key role in shaping these trends, by sharing transformation videos, treatment results and expert opinions,” emphasizes Spate.
