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1、THE NEW RULES OF BEAUTYCEW STATE OF THE INDUSTRY 2024GOOGLE x SPATESource:US Google internal search data Q3 232023 BEAUTY TRENDS SURPRISED US SKINCARE HAIRCARE MAKE UP FRAGRANCESource:IN Google internal search data Q3 232023 BEAUTY TRENDS SURPRISED US HAIRCARE SKINCARE FRAGRANCEClaims per category r

2、anked by increase in average monthly search volume:2024 TRENDING CLAIMSHAIR SKINCAREMAKEUPTrendIncrease spf+63.8Kadvanced+22.2Kinstant+15.0Koil free+9.9Ksafe+9.0Knaturally+7.5Kskin barrier repair+6.5Kderma recommended+6.3Kbalancing+5.5Kbronzing+4.0KTrendIncrease modern hair styles+47.7Klow maintenan

3、ce+45.6Ktextured+22.8Kdetangling+10.1Keasy+9.5Kgray blending+9.1Kvolumizing+8.8Kclarifying+8.6Kstrengthening+7.3Khydrating+6.5KTrendIncrease setting+98.3Kglow+50.8Kspf+11.8Kluminous+11.4Kplump+10.1Kclear+9.4Kdewy+4.5Kmoisturizing+3.8Kweightless+3.6Kblurring+3.1KSource:Google Search data,average mont

4、hly search volume increase,comparing the past 12 months ending November 2023 vs the 12 months prior(US).Ingredients per category ranked by increase in average monthly search volume:2024 TRENDING INGREDIENTSHAIR SKINCAREFRAGRANCETrendIncrease vitamin c+121.2Khyaluronic acid+74.9Ktretinoin+53.9Kglycol

5、ic acid+50.0Kniacinamide+47.5Ksalicylic acid+32.3Ksnail mucin+27.2Kpeptide+22.3Kcoconut oil+20.9Kceramide+17.8KTrendIncrease rosemary oil+44.3Ksea salt+33.1Kcastor oil+26.4Kcoconut oil+20.0Kketoconazole+10.5Ktea tree oil+6.6Kminoxidil+6.5Kolive oil+5.8Kmint+4.6Kfinasteride+4.3KTrendIncrease vanilla+

6、51.2Kpheromone+50.2Kcoconut+8.3Kmusk oil+6.2Korange+5.9Kstrawberry+5.8Kamber oil+5.6Kginger+3.9Kvetiver+3.8Ksandalwood+3.5KSource:Google Search data,average monthly search volume increase,comparing the past 12 months ending December 2023 vs the 12 months prior(US).TOP TRENDING SKIN CARE BRANDS CERAV

7、E+176.1K LA ROCHE POSAY+205.6K increase in avg monthly searches DRUNK ELEPHANT+63.7KPAULAS CHOICE+97.7K6Source:Google Search data,increase in average monthly search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).GLOW RECIPE+104.2K 7Sourc

8、e:Google Search data,increase in average monthly search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).UP-AND-COMING SKIN CARE BRANDS TORRIDEN+641.2%yoy growth MEDIHEAL+323.4%KOSE+273.4%SKIN1004+288.4%WOOLZIES+319.9%MEDICUBE+103.7KINCREA

9、SE IN SEARCHES IN SOUTH KOREA FOR THE BRAND MEDICUBE()TOP TRENDING:KOREA9Source:Google Search data,increase in average monthly search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).TOP TRENDING HAIR BRANDSOUAI+71.5K MIELLE ORGANICS+87.0K

10、 KRASTASE+94.1K K18+85.0K AMIKA+251.3K increase in avg monthly searches 10Source:Google Search data,increase in average monthly search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).UP-AND-COMING HAIR BRANDS UNBRUSH 1,000%yoy growth FINO

11、(SHISEIDO)+725.4%DASHU+120.7%HERS+256.6%ANAGAIN+306.7%ASHROLEN+5.3KINCREASE IN SEARCHES IN SOUTH KOREA FOR THE BRAND ASHROLEN()TOP TRENDING:KOREATOP TRENDING MAKEUP BRANDS12Source:Google Search data,increase in average monthly search volume and year-over-year growth comparing the past 12 months endi

12、ng December 2023 vs the 12 months prior(US).RARE BEAUTY+389.6K increase in avg monthly searches ELF COSMETICS+147.7K LAURA GELLER+118.7KIL MAKIAGE+72.8KDRUNK ELEPHANT+95.9K13Source:Google Search data,increase in average monthly search volume and year-over-year growth comparing the past 12 months end

13、ing December 2023 vs the 12 months prior(US).UP-AND-COMING MAKEUP BRANDS TYPOLOGY1,000%yoy growth RHODE SKIN+190.9%UNLEASHIA+180.8%P.LOUISE+279.4%MCOBEAUTY+382.5%OBGE+16.8KINCREASE IN SEARCHES IN SOUTH KOREA FOR THE BRAND OBGE()TOP TRENDING:KOREA15Source:Google Search data,increase in average monthl

14、y search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).TOP TRENDING FRAGRANCE BRANDS VALENTINO+184.6K increase in avg monthly searches VERSACE+129.3K BURBERRY+98.3KJEAN PAUL GAULTIER+117.1K PACO RABANNE+142.5K16Source:Google Search data

15、,increase in average monthly search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).UP-AND-COMING FRAGRANCE BRANDS FFERN PERFUME+320.8%yoy growth BY ROSIE JANE+235.7%EX NIHILO+168.7%DEDCOOL+185.1%NEMAT+232.7%2024:THE NEW RULES OF BEAUTYMA

16、KE IT SEEM“NATURAL”SET THE VIBETWEAK THE TRENDMAKE IT MINI2024:THE NEW RULES OF BEAUTYMAKE IT SEEM“NATURAL”WE WANT THICK HAIR IN 2024 MINOXIDIL+17.7%year on year growth NUTRAFOL+25%year on year growthKETOCONAZOLE+16.3%year on year growth19 DUTASTERIDE+27.5%year on year growthSource:Google Search dat

17、a,increase in average monthly search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).BUT NOT ALL CHEMICALS ARE CREATED EQUAL WITHOUT BENZENE+106.9%year on year growth WITHOUT SODIUM LAURYL SULFATE+30.4%year on year growthWITHOUT HYDROGEN

18、PEROXIDE+54.2%year on year growth20Source:Google Search data,increase in average monthly search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).2024:THE NEW RULES OF BEAUTYMAKE IT SEEM“NATURAL”DONT SHY AWAY FROM INGREDIENTS THAT WORKDONT

19、TRY TO HIDE THE INGREDIENTS THAT HARM2024:THE NEW RULES OF BEAUTYSET THE VIBE49.6MVIDEO VIEWS ON TIKTOK+1,344%GROWTH IN SEARCHES YEAR OVER YEARTOMATO GIRL16.9MVIDEO VIEWS ON TIKTOK+176.8%GROWTH IN SEARCHES YEAR OVER YEARMOB WIFE110.5MVIDEO VIEWS ON TIKTOK+350.3%GROWTH IN SEARCHES YEAR OVER YEARLATTE

20、 MAKEUP153.5MVIDEO VIEWS ON TIKTOK+163.6%GROWTH IN SEARCHES YEAR OVER YEARBARBIE MAKEUP2024:THE NEW RULES OF BEAUTYSET THE VIBEVIBE PRODUCTPOSITION YOURSELF ALONGSIDE ALL THE VIBES2024:THE NEW RULES OF BEAUTYTWEAK THE TRENDWHAT DO THESE TRENDS HAVE IN COMMON?SCANDI HAIRLINE+353.1%year on year growth

21、 MID FACE LIFT+71.3%year on year growthLATTE MAKEUP+350.3%year on year growth29 CUB CUT+25.1%year on year growthSource:Google Search data,increase in average monthly search volume and year-over-year growth comparing the past 12 months ending December 2023 vs the 12 months prior(US).30MONEY PIECE BLO

22、NDE STREAKS ON BROWN HAIRSCANDI HAIRLINE MONEY PIECE BUT ON BLONDE HAIR(BABY HAIRS)31WOLF CUT LONG SHAGGY CUTCUB CUT WOLF CUT BUT SHORTER3290s MAKEUP BROWN LIPSTICKS,LINER,DRAMATIC EYESLATTE MAKEUP 90s MAKEUP BUT GLOWIER33FACE LIFT COSMETIC PROCEDURE TO REDUCE SAGGINGMID FACE LIFT FACE LIFT BUT FOCU

23、SED ON MIDDLE OF FACE2024:THE NEW RULES OF BEAUTYTWEAK THE TRENDITERATE ON TRENDS TO LAUNCH FAST AND OFTENUSE NEW LANGUAGE TO CAPTURE ATTENTION2024:THE NEW RULES OF BEAUTYMAKE IT MINI#MINI ACROSS TIKTOK BEAUTY#PERFUME 38.8Mvideo views#BEAUTYBLENDER 29.9Mvideo views#LIPSTICK36.8Mvideo views36#LIPBALM

24、26.9Mvideo viewsSource:TikTok Hashtag Data:Total views of videos with the included hashtags:all time views,US-Week of Jan 28,202433.5MTIKTOK VIDEO VIEWS FOR#SEPHORA ALONGSIDE#MINI#TARGET 22.3M VIEWS#AMAZON 19.4M VIEWS#SHEIN 14.4M VIEWS#MINI+RETAILERSSource:TikTok Hashtag Data:Total views of videos w

25、ith the included hashtags:all time views,US-Week of Jan 28,202438#BEAUTYBLENDER 29.9M video views#MOSCHINO21.5M#GLOWRECIPE15.8M#CHARLOTTE TILBURY19.4M#RARE BEAUTY23.4MTOP BRANDS ALONGSIDE#MINI ON TIKTOKSource:TikTok Hashtag Data:Total views of videos with the included hashtags:all time views,US-Week

26、 of Jan 28,2024 DISCOVERY SET39 +29.1%YEAR ON YEAR GROWTHSource:Google Search data,avg search volume for last 12 months ending December 2023.PREPPY SKINCARE+374.2%YEAR ON YEAR GROWTH40Source:Google Search data,avg search volume for last 12 months ending December 2023.2024:THE NEW RULES OF BEAUTYMAKE

27、 IT MINIPACKAGING INGREDIENTSTURN YOUR PRODUCTS INTO CUTE COLLECTABLESTO PROMOTE DISCOVERY2024:THE NEW RULES OF BEAUTYMAKE IT SEEM“NATURAL”DONT SHY AWAY FROM INGREDIENTS THAT WORKDONT TRY TO HIDE THE INGREDIENTS THAT HARMSET THE VIBEVIBE PRODUCTPOSITION YOURSELF ALONGSIDE ALL THE VIBESTWEAK THE TRENDITERATE ON TRENDS TO LAUNCH FAST AND OFTENUSE NEW LANGUAGE TO CAPTURE ATTENTIONMAKE IT MINIPACKAGING INGREDIENTSTURN YOUR PRODUCTS INTO CUTE COLLECTABLESTO PROMOTE DISCOVERYSPATE:MACHINE INTELLIGENCE FOR THE BEAUTY INDUSTRY.BOOK YOUR FREE 1:1 SESSION WITH A SPATE EXPERT