With every query typed into their search bar, Google is undoubtedly, and perhaps surprisingly, the biggest data base of beauty consumer’s digital behaviour. In light of this, their recently released Beauty Trends 2017 report is an absolute must-read.
Designed specifically for marketers, researchers, developers and beauty mavens, the report compiles top searches across three different markets: the U.S, France, and Japan.
Key Takeaways
Each market has distinct skincare values
Depending on the location, skincare and beauty practices can be experiential or clinical. For example, U.S and French consumers consider bathing as a way to create a personalised experience, while Japanese consumers focus on the science behind beauty treatments and investigate the latest innovations.
Skincare trends are still spreading from market to market
Despite the above, trends from abroad are still heavily influencing your local market. Masks gained popularity in Japan before travelling to the U.S, while bath bombs took off in North America before being picked up by France. Google asserts that new regional trends that haven’t yet spread may indicate what’s coming next.
Trends evolve differently within each market
While Japan leads the way in various skincare trends (such as masks), Google points out that each market adds a different take based on the area’s cultural behaviours and values. A trend in the U.S. may evolve to cross products and uses, while France will add an organic or natural spin to new trends.
Sustained Market Risers
U.S.
- Espom salt bath
- Dead Sea mud mask
- Apple cider vinegar bath
- Korean skincare
France
- Organic coconut oil
- Organic aloe vera gel
- Dermaroller
- Organic argan oil
Japan
- Cleansing
- Face roller
- All-in-one-gel
- Makeup remover
Sustained Market Decliners
U.S.
- Olive oil for skin
- Homemade facial
- Manuka honey acne
- Salicylic acid products
France
- BB cream
- Argan oil for acne
- Hazelnut oil acne
- Moisturisation for skin
Japan
- Hand towel face wash
- Shea
- Rice bran beauty
- Egg white face wash
Spotlight Trends:
U.S. – Vegan skincare
Vegan beauty is taking off in the U.S., and despite its low volume compared to other top trends, searches have grown by 83% year after year in the U.S.
Not only that, but the trend is beginning to see growth in France, however the average beauty consumer in the U.S, is 13x more likely to search for it on Google.
France – Cellulite solutions
Cellulite-related searches are popular in France, with interest spiking in May as the weather gets warmer. Google estimates that the average person in France is 30x more likely to search for cellulite than Americans and 170x more likely than someone in Japan.
French consumers are looking for solutions, focusing particularly on cellulite suction cups and oils. As the report points out, this is an opportunity for brands to emphasise anti-cellulite products benefits or develop new products that cater to cellulite concerns.
Japan – Cleansing
Japanese beauty consumers are 6x more likely to search for cleansing than the average American, and 13x more likely than someone in France.
According to the study, Japanese consumers show a particular interest in intricate techniques and are particularly passionate in the compositions of each solution. Growth in searches for enzyme, carbonated and water cleansing show a demand for techniques that are gentle but still powerful. Carbonated face masks from Japan have already entered the U.S. market, with Google predicting that carbonated cleansers might be next.
Cross-Market Trending Themes
Themes you need to know:
- Masks
- Ingredients
Themes to watch:
- Devices
- DIY
- Bathing
- Men’s
The Global Spread of Masks
While masks have been most prominent in Japan (for five years they’ve experienced a sustained rise), they’re having a meteoric rise in both the U.S. and France. While the trend is picking up in the former two countries, it’s declining in its homeland.
Top concerns associated with masks per market:
U.S
- Acne
- Blackheads
- Oily skin
- Hydration
- Clear skin
France
- Blackheads
- Acne
- Oily
- Dry
- Age
Japan
- Acne
- Whitening
- Sensitive
- Darkening
The Future of the Face Mask
According to the report, search data shows advancement in how masks are being used in Japan, with high search activity for masks for legs, cuticles, hands and heels. The growth of body-related masks in Japan may indicate that this trend will soon take off in the U.S. and France.
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