Identifying trending cosmetics products with search data
E-commerce is increasingly important for the beauty industry. In 2023, 40% of dollar sales came from online channels.
Before they make their online purchases, most consumers search retailer websites, and 90% of those searches are unbranded. For beauty players, it’s important to understand that consumers are more focused on product types (“mousse” and “strip”) and need states (“free-from” or “tone correcting”) than specific brands.
By measuring search data, brands can see what is top of mind for consumers, whether it be ingredients, product forms, claims, or packaging types, then validate the findings with sales data. For example, in May, the term “pineapple ingredients” increased +247% in skin care searches. In the latest 12 weeks, sales of skin care containing pineapple increased +35.0% and the number of skin care items with pineapple ingredients grew +11.5%
Total Beauty and Personal Care
3-month top search trends
Ingredients
Forms
Claims
Packaging
Snail slime
+1062%
Mousse
+48%
Oil pulling
+1040%
Biodegradable
+68%
Silicone
+405%
Strip
+18%
Petroleum free
+981%
Refillable
+51%
Kale
+318%
Tablet
+17%
Tone correcting
+606%
Bulk
+6%
How beauty brands can use search data to get ahead
In a fast-paced category like beauty, where product innovation is key, understanding what’s trending is crucial. Brands that quantify growing search trends can use the data to guide innovation efforts or optimize product messaging to consumers.
Brands can also use search data to measure the importance of certain product attributes to their buyers. For example, “sulfate-free” has been a popular, heavily-searched attribute for years. But recent research argues that sulfates in products like hair care aren’t as harmful as previously thought. In fact, searches for “sulfate free” dropped -32% over the last three months.
Measuring search data provides powerful, actionable insights for brands. From uncovering growth opportunities and bringing in products relevant to consumers, to boost product content effectiveness with insight into what consumers are searching for. Search data provides the knowledge of what is trending in the beauty category.
NielsenIQ can provide this level of insight through our Trending Attributes tool.
Trending attributes measures product attribute-based search performance to provide insight into top ranking, fastest growing and seasonally relevant search insights. For more information, please contact a NIQ representative.
