How are Beauty Behaviors Shifting due to COVID-19

The FACC-NY network is composed of a diverse mosaic of talented, experienced, and open-hearted professionals united by a desire to share their knowledge, nurture meaningful connections and succeed professionally. In this #MemberInsights series, we invite a guest member to contribute timely and relevant tips and insight for adapting your activities to overcome immediate challenges and plan for the long-term. 

Hear from Olivier Zimmer, Co-Founder of Spate, an artificial intelligence software for finding the next big consumer trends in beauty. The company was founded by two ex-Googlers (Olivier Zimmer, himself, and Yarden Horwitz) who started Google’s Trendspotting division and spotted trends such as turmeric, face masks, and cold brew. 

Spate analyzed Google searches from Feb 16th, 2020 to April 26th, 2020 in the U.S. Every time a consumer types a query into the Google search bar, she is sharing what is top of mind. Spate captures more than +10B queries that represent unbiased consumer behaviors and needs to identify how behaviors are shifting due to the lockdown.

CONSUMER INTEREST IN BEAUTY IS RISING AGAIN

Since the inception of Covid-19 in the U.S., beauty searches have been on the decline and reached the lowest point of interest during the week of March 15th. Interest picked up again after that week, with the Skin Care category experiencing the strongest recovery — having bounced back to pre-lockdown search metrics. Out of all beauty-related categories, Makeup is experiencing the strongest decline, The category was already down before Covid-19, and lockdown seems to have accelerated the drop in consumer interest.  

THERE ARE WINNERS AND LOSERS IN EACH CATEGORY

Across all the beauty-related categories, there are areas of growth and areas of decline. External services such as facials, eyelash extensions, and hair salons are being replaced by at-home alternatives. Consumers have needs, and they’re not afraid to take matters into their own hands. These past months have pushed consumers out of their comfort zones and encouraged them to explore their options. As a result, they’re investing in a new future which includes an at-home spa, experience and skills in hair coloring, a kit of magnetic eyelashes, and an aromatic safe haven. 

SPOTLIGHT ON HAIR OIL

Social distancing means that lice is less of a concern, but consumers are still worried about dry hair and hair loss. They’re turning to hair oils for at-home treatments. How can brands bring excitement and newness to a mature trend such as hair oils?

WHAT SHOULD YOU DO?

Stay-at-home has been a reminder of self-care — especially because you can’t enlist the services of others to care for you. Aspects of self-care are spilling over to other categories beyond skincare. Take a lesson from the skincare category to determine how else you can bring self-care to other areas. Think ingredients, routines, and techniques. 

For more insights, see the Full Report here -> Beauty Tracker

For this report Spate analyzed more than 10 billion Google search signals in the U.S. over the past two months to identify some of the biggest shifts in consumer behavior during COVID-19. The data is compiled on a weekly basis.

Interested in connecting with Olivier and learning more about Spate? Log into the FACC Member Directory to send him a message.