With wedding season in full swing, searches for the perfect wedding looks, nail swirls and estrogen face cream are swirling in recent searches, according to New York-based trend tracker Spate.
For summer 2022, consumers are looking for a more nostalgic nail aesthetic.
According to Spate, there are 13,300 searches on average each month in the United States for swirl nails, which is an average volume compared to other nail design searches. It has increased by +370.6% in searches since last year without any market leader.
The swirl nail trend dates back to the 1960s and 70s. Related searches include terms such as white, blue, pink, black, green and marble – revealing that consumers are looking for swirl nails in a variety of colors. The color blue alongside nail products is up +22.2% YoY (YoY) while white is up +26.7% YoY, highlighting the popularity wider of these two colors in particular. Marble search indicates consumers are looking to achieve a marble aesthetic, but searches for marble nails are down -2.7% from the prior year, revealing a shift in how consumers search this nail look.
The uniqueness and customization of the swirl nail trend lends itself to a blank canvas of different styles. There may be opportunities for brands to engage in collaborations with celebrities and influencers to create truly unique or limited-edition styles. They can also partner with artists to showcase unique creations and produce tutorials and online content to achieve the looks. Brands also need to consider how the swirl trend aesthetic can extend beyond nails to makeup.
Estrogen face cream
Estrogen face cream research indicates that consumers are looking to learn more about the benefits of estrogen and its skincare applications.
On average, there are 2,100 searches each month in the United States for an estrogen face cream, which is a very low search volume compared to other moisturizers. It has increased by +102.8% in searches since last year. There is no market leader.
Estrogen is an essential component of skin function, which has been shown to improve skin elasticity, hydration and thickness. Related searches include: best, over-the-counter, for face, for facial hair and what is it, indicating that consumers currently don’t know much about estrogen and its skincare apps, and they’re looking to learn more. They are also looking for non-prescription versions of this treatment, which reveals an opportunity for beauty brands to offer low-dose options where possible (similar to non-prescription retinol products).
The lack of market leaders coupled with the weak competitive space indicates a potentially lucrative opportunity for brands to become a market leader in the estrogen face cream market. Brands should also consider leveraging estrogen in other formats such as treatments, serums, lotions and mists.
Wedding makeup searches indicate that consumers are looking to get the perfect wedding makeup.
There are 113,000 searches on average each month in the US for wedding makeup, which is up +44.5% in searches since last year. This is a very high search volume trend compared to other makeup looks. There are currently four market leaders: MAC Cosmetics, L’Oréal Paris, Bobbi Brown and Kryolan.
Related searches include terms such as: natural, near me, simple, ideas, price, soft, kit, and tutorial. Searches for terms such as natural, soft, and simple reveal that the modern bride is looking for a natural look that enhances her features. Terms such as “near me” and “price” indicate that consumers are looking for professional makeup artists. The search for kits, tutorials and ideas reveals that consumers are also eager to learn how to do their own bridal makeup. It’s a great opportunity to create bridal-specific products and collections that make it easier and easier for consumers to create their own bridal looks.
Wedding makeup lends itself to a plethora of product opportunities in every makeup category, from foundation and concealer to mascara and blush. Brands should consider ways to stand out with new innovations, events, and marketing activations to stand out from the competition. Grooms are often overlooked behind the traditional bridal spotlight, so there may be a unique opportunity to meet the needs of the bride and groom or showcase neutral looks. Brands should also consider ways to build customer loyalty by creating ways to become a makeup bag staple beyond the big day, Spate says.