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From SPATE: Their latest newsletter:
EAU DE NEUTRAL
Search interest for unisex perfume indicates that consumers are beginning to stray away from conventional, gendered scent profiles.
The Spate Facts: Unisex Perfume
There are 3.0K searches on average every month in the US for Unisex Perfume, which is very low volume relative to other searches for perfume products but it’s grown +43.5% since last year. There are 13 market leaders led by Calvin Klein, Tom Ford, Creed, and Gucci.
The Spate POV
As we move increasingly towards non-binary roles, identities, lifestyles, fashion, and more, so too may our sense of scents. What was once a revolutionary idea pioneered by Calvin Klein CK One (which is up +6.0% YOY) back in the 90s now seems a mere reflection of the times. Unisex perfumes eschew traditional fruity and floral notes. Instead, consumers are searching for scents such as sandalwood, musk, coffee, and wood. Sandalwood perfume is much smaller in volume, but growing +33.1% since last year. Fragrance brands can take note of consumer preferences for these earthy notes and woody scents, and create a product that serves all types of people craving different scent profiles.
The oil format is also being searched by consumers (+11% YoY), revealing a new opportunity within the fragrance market. Oils typically have higher scent concentration and last longer than sprays, indicating that consumers may be looking for a more long-wearing luxe experience. Brands should also consider the impact of these trending scents for other categories like hair care, home care, and personal care.
ON YOUR MARKS
Scar sheets are being searched as the solution for stubborn acne scars; brands should take note of its potential for additional skincare and bodycare applications.
The Spate Facts: Scar Sheets
On average, there are 25.2K searches every month in the US for Scar Sheets, a trend driving the largest positive change within the scar product category. It’s grown +28.0% in searches since last year with low competition and 1 market leader in terms of search volume: Scaraway.
The Spate POV
Silicone scar sheets can help prevent and reduce the appearance of scars after surgery or damage to the skin. They are made of medical grade silicone and typically worn between 12-24 hours a day after surgery. Related searches include terms like: silicone, gel, how to use, how long, removal, treatment, acne, and longwear. Consumers are looking for silicone gel sheets to help heal scarring specifically on the breast and face. Searches for longwear, how long, and removal indicate that consumers are wanting a product they can leave on overnight to help heal scars.Aside from post-surgery needs, the search for acne reveals that consumers are also looking for one-step solutions to acne scarring. Consumers have already shown strong interest in pimple patches, and now they’re interested in silicone scar sheets. Perhaps this signals an opportunity for skincare brands to develop specific anti-acne scarring patches that also provide other topical skincare benefits. Can this sheet format also be applied to other skin concerns such as stretch marks and dark spots?
BUBBLICIOUS
Bubble braids are a trendy look that add a fun touch of texture to any style.
The Spate Facts: Bubble Braids
There are 49.9K searches on average every month in the US for Bubble Braids, experiencing a +165.7% growth in searches since last year.
The Spate POV
Bubble braids are an easy-to-style hair trend that channels your inner Princess Jasmine and creates “bubbles'' of fluffed-up hair spaced out with elastics. It allows consumers of different hair types to achieve the look and is versatile in nature, working well with a voluminous plaited form, or small accent pieces. Bubble braids took off in 2020, and while growing at a sustained rate the trend tends to experience a dip during the holidays so consider a focus during the summer and fall months instead.Related searches include terms like how to, tutorial, short hair, boho, and extension, indicating an opportunity for brands to create online content with styling products that help smooth and add shine to the hair. Consider ways to take the style up a notch by adding bright hair color techniques that highlight the bubbles, or fun accessories like clips and pins that help accentuate the style.