Spate’s latest report sheds light on the behavioral specificities that emerge from each market. Based on the France and USA report of July 2022, Cosmetics Inspiration & Creation has distinguished three major hair and make-up trends :
The rise of warm red tones for hair color
On both sides of the Atlantic, warm red tones dominate search volume growth. In France, searches for red hair are up +2.0K. The increase in search volume is +1.3K for burgundy, +1K for auburn and +0.7k for copper. While red is the most fashionable color for French consumers, the growing interest in babylights (+1.1K) also suggests a desire for subtlety. Similarly, in the US, red hair is the most searched hair color with a volume increase of +213.4K, followed by copper (+36.2K), auburn (+35.8K) , red (+32.3K) and red highlights (+29.0K), all of which are in the top ten.
In both countries, consumers are using more nuanced search tags to find their desired hair hue, often searching for different colors next to red hair, demonstrating a growing desire for tonal color with dimension and depth – as well as a thirst for color. ‘individuality.
As Cosmetics Inspiration & Creation noted in the previous report on the US and France skincare market, French consumers are turning to the classics – and the hair dye category is no exception, with L’Oréal being the most sought-after brand. In contrast, American consumers seem to be more open to up-and-coming brandssuch as oVertone Haircare (+1.4K), Adore Hair Color (+350) and Creme of Nature (+260), constituting the podium of the brands with the strongest growth in annual volume of searches.
Lipstick under the spotlights
Lipsticks score high in search volume increase in both countries (+14% in France, +37.5% in the US). So it’s no surprise that lipstick sales were up +28% in Q2-2022 in the US according to NPD.
Longwear and gloss topped the list for French consumers (+1.7K and +1.1K respectively), while shine (+35.2K) and wear (+16.1K) scored the best scores in the United States, according to Spate.
Interestingly for a country so defined by its classicism, magic/color-changing lipstick is a rising category for French consumers, entering the top three most searched benefits with an annual increase of +770.
Eyeliners pass the milestone of renewal
Eyeliner searches are up +8.9% in France and +11% in the US. While white and brown eyeliners dominate the overall search volume in both territories, blue eyeliner is gradually taking its place in consumer desires (+230 in France and +19.1K in the United States). Green is also breaking through in the US at +12.5K, with classic black dropping to third place for both countries.
Analysis of Cosmetics Inspiration & Creation
French consumers are slowly moving away from tried and true classics and are increasingly interested in trendy, modern colors and formulations. The increase in searches for more niche lipstick benefits (“color changing”, “waterproof” and “transparent”) offers brands real opportunities to imagine new concepts.
What’s emerging is a move towards greater expression of individuality, which manifests itself in the growing search for nuanced hair colors and bolder eyeliners.
Download the full report here.
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