With every query typed into a search bar, Google is learning more about what consumers want, when they want it, and how they intend to find it. These searches offer marketers insight into consumers’ minds as they research trends, products, and ideas. Access to information allows consumers to discover ideas beyond their borders and this is especially true for beauty enthusiasts who are constantly on the lookout for the newest and most exciting products. Google searches currently trending in the U.S., France, and Japan offer insights into this consumer.
Most-Searched Beauty Trends in The U.S.
Natural and organic skin care continue to be among the top skincare-related searches in the U.S. along with K-beauty and masking trends. Searches for sheet masks and masks containing mud, clay, and charcoal and back-to-basics bath enhancers, like Epsom salts and apple cider vinegar, continue to grow. Though still low in volume compared to other top trends, searches for vegan skin care have grown by 83% in the U.S. during 2016. Finally, search trends indicate consumers are losing interest in skin bleaching, coconut oil body wraps, and ingredients such as sulfur and salicylic acid.
Most-Googled Beauty Trends in France
Like Americans, French women are seeking organic products to care for their skin. Searches for organic coconut, aloe vera gel, and argan oil are among the top sustained beauty queries in France. Similarly, searches for masks, specifically those containing charcoal, are on the rise. But that’s where the similarities end—French women are 30 times more likely than Americans to search for anti-cellulite products. Google searches reveal that French consumers are looking for solutions, including cellulite-eliminating suction cups and anti-cellulite oil to improve their appearance. Although French women are not seeking out vegan skincare as American women are, queries for animal-based products like donkey milk soap, ostrich oil, and snail-based cream have been on the decline.
What Beauty Trends Do Japanese Women Google Most?
While Americans and Europeans are experimenting with masks, Japanese women are searching terms related to facial cleansing; enzyme face wash, facial foam, cleansing balm, and carbonated face wash are among the rising stars of search. The average Japanese consumer is six times more likely to search for cleansing than Americans and 13 times more likely than French women. Yet, we’re seeing evidence of these trends starting to creep into the U.S. market—there’s growing interest in carbonated face masks, and carbonated cleansers may be next!
Masks: The Common Denominator
Across all three markets, facial masks are making waves on social media. In fact, there were 98 million total views for the top 10 mask related skin care videos in the U.S., Japan, and France based on three different themes; sensation (touch, smell, feeling, even taste), results, social experience (friends and family masking together). But the trend doesn’t end there, Japanese consumers are showing strong interest in masks for legs, feet, and hands. The growth of these body-related masks may an indicator that this trend may soon take off in other markets.
Men's Grooming Trends
Although the volume of men’s skin care searches is low compared to women’s, there’s a growing market for men’s skin care in all three markets. Skin care searches for products for the face; moisturizers, face wash, and facial skin care brushes have grown steadily since 2010. There’s an opportunity for brands to educate men on the nuances of different skin care products, how to properly use them, and which ingredients are best for their skin type.
Developing an understanding of global beauty trends can help marketers identify trends before they happen, better optimize their content for search, and be first-to-market with exciting new products. Contact Women’s Marketing to learn how we can help your brand with our suite of marketing services designed to help emerging brands become household names.
Source: Think with Google, Beauty Trends 2017 Skin Care Edition (U.S., France, Japan)