Spate’s latest report reveals the behavioral specificities that emerge from each market. According to its latest Hair and Makeup Trends Report for France and the US (July 2022), Cosmetics Inspiration & Creation has identified three main conclusions:
The rise of warm red tones for hair color.
In both countries, warm red tones dominate changes in search volume. In France, searches for red hair increased +2.0K. The increase in searches for burgundy follows immediately at +1.3K, followed by auburn (+1K) and copper (+0.7k). While red is the warmest color for French consumers, the growing interest in baby lights (+1.1K) also suggests a desire for subtlety. Likewise, in the US, red hair is the most sought after hair color with a volume boost of +213.4K. Red is followed by copper (+36.2K), chestnut (+35.8K), ginger (+32.3K), and red shimmers (+29.0K), all among the top ten first.
In both countries, consumers are using more nuanced search descriptors to find their desired hair tone, often searching for multiple colors alongside red hair, demonstrating a growing desire for tonal color with dimension and depth, as well as suggesting a desire for individuality.
As Cosmetics Inspiration & Creation noted in the previous report on the US/France skin care market, French consumers lean towards the classics – and the hair color category is no exception, with L’Oréal as the most searched brand. On the other hand, American consumers seem to be more open to challenging brandssuch as oVertone Haircare (+1.4K), Adore Hair Color (+350) and Creme of Nature (+260), which stand out as the brands with the highest increase in YoY search volume.
Lipstick in the center of interest.
Lipsticks score highly for increased search volume in both countries (+14% in France, +37.5% in the US). So it’s no surprise that lipstick sales saw a +28% increase in Q2 2022 in the US, according to NPD.
Long-wear and shine products top the list of French consumers (+1.7K and +1.1K respectively), while glosses (+35.2K) and long-lasting (+16.1K) get the highest score. high in the US, according to Spate.
Interestingly for a country so defined by its love of the classics, magic/color-changing lipstick is a category on the rise for French consumers, ranking in the top three most sought after benefits with an increase of +770 year-on-year.
Eyeliners go from classic to contemporary
Searches for eyeliner were up 8.9% in France and 11% in the US. While white and brown eyeliner dominate overall search volume in both territories, blue eyeliner is also growing increasingly on the radar of consumers (+230 in France and +19.1K in the US). Green also makes its way into the US at +12.5K, with classic black falling to third place in both countries.
Analysis of Inspiration and Cosmetic Creation
French consumers are slowly moving away from the classics and showing a growing interest in contemporary and trendy colors and formulations. The rise in searches for more niche lipstick benefits (such as ‘color change’, ‘water resistant’ and ‘sheer’) presents opportunities for brands to be inspired by innovative new concepts.
What is emerging is a shift towards greater expressions of individuality, which is evident in the growing searches for nuanced hair colors and bolder eyeliner.
Download the full report here.
Cosmetics Inspiration & Creation will explore these trends in detail at the upcoming MakeUp event in New York, where Spate’s Olivier Zimmer and Addison Cain will join Leila Rochet, the agency’s director of inspiration, to discuss the key global drivers fueling the appetite for pleasure and individual expression.
Beauty Talk #2 – Joy-Care – Beauty in the name of pleasure
September 14, 3:30 pm – 4:15 pm at the Beauty Agora
MakeUp in New York, September 14-15, 2022 at River Pavilion – Javits Center, New York.