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1、SKINCARE TRENDS DECODED:JANUARY 2025WHATS POPULAR ACCORDING TO US GOOGLE SEARCH&TIKTOKSpate has recently introduced its proprietary Popularity Index(Pop Index),a tool designed to analyze how trends and brands perform across platforms while accounting for platform-specific growth.The index also ident

2、ifies which platformcurrently between TikTok or Google Search,with more on the waydrives a trends popularity.For instance,is the surge in collagen masks fueled by search queries or TikTok views?Our latest skincare report examines the trends shaping the category,taking a holistic approach by analyzin

3、g both TikTok and Google Search data through the Pop Index.K-beauty remains a dominant force,with brands like Anua and Medicube gaining traction,particularly on TikTok.Meanwhile,classic concerns such as dry skin remain top of mind for consumers on Google Search,alongside emerging interests in addres

4、sing less obvious concerns like marionette lines.Dive into the report to uncover the top trends driving skincare growth and identify emerging opportunities.To explore the Pop Index or gain deeper insights into evolving trends,book a free trial of Spate data today.Thank you,Olivier and Yarden,co-foun

5、ders of SpateSKINCARE INSIGHTS:THE POPULARITY BREAKDOWNWHAT IS THE POPULARITY INDEX?SPATES PROPRIETARY POPULARITY INDEX3The Popularity Index combines data from digital platformscurrently including Google and TikTok to show how popular a category or trend is.For example,looking at the graph on the ri

6、ght,the trend for“Toner”in the US grew by 41.7%over the past year.The index measures how“Toner”compares to all other beauty trends on these platforms.It adjusts for growth differences on each platform to accurately reflect the increase in popularity.The Popularity Index for“Toner”for US Google Searc

7、hes&TikTok View in the US.0.0020.00150.0010.00050May 2021Sep 2021Jan202May2022Sep2022Jan2023May2023Sep2023Jan2024what questions does the popularity index answer?4Which trends drive the most engagement?How do trends differ on Google vs.TikTok?Whats the overall trend health across platforms?Discover t

8、he beauty trends gaining the most traction and shaping consumer preferences.Understand which categories and brands are more prominent on US Google Search versus TikTok.Get a holistic view of trends across platforms,empowering better strategic decisions.4WHY DOES IT MATTER?SPATES PROPRIETARY POPULARI

9、TY INDEXWHATS POPULAR IN SKINCARE?5SKINCARE CATEGORY 6According to the Spate Popularity Index,the Skincare category is growing by+7.9%overall across platforms.The Skincare category is expected to grow+3.9%in the next 12 months based on the popularity index.OVERVIEWYoY+7.9%Source:Popularity Index:US

10、Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023Predicted Growth+3.9%Face products lead the surge in the skincare category,with a+191.4K increase in popularity.Face concerns closely follow,highlighting a growing demand for solutions that address key concerns head-on.

11、These concerns,aligned with product trends,underscore consumer interest in innovative and effective skincare options.When it comes to the individual trends driving growth,explore the Top Face Products and Top Face Concerns for the details.TOP SKINCARE SUBCATEGORIES BY INCREASE IN POPULARITYFace Prod

12、ucts+191.4KFace Concerns+139.1KSun Care&Tanning+34.4KFace Services+3.3KSKINCARE SUBCATEGORIES0500001000001500002000007Source:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023TOP FACE PRODUCTS8TOP SKINCARE PRODUCTS BY INCREASE IN POPULARITY9Trend Po

13、pularity IndexHow big is this trend?Increase YoYYoYkorean skincare4.1Kvery high popularity31.6K183.7%pimple patch2.8Kvery high popularity16.1K90.0%lip balm2.0Kvery high popularity7.5K46.6%acne treatment3.2Kvery high popularity6.8K21.9%toner2.3Kvery high popularity5.2K23.5%face wash1.9Kvery high popu

14、larity5.2K28.9%face moisturizer2.6Kvery high popularity4.4K16.3%lip oil1.4Kvery high popularity 3.9K30.6%collagen mask319.0high popularity3.6K1.4K%cleansing oil585.0high popularity3.5K100.3%THE TOP PRODUCTS DRIVING MOST SIGNIFICANT CHANGE IN POPULARITY Source:Popularity Index:US Google Search+TikTok

15、 Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?TIKTOK SHARE%:Share of TikTok popularity vs.US Google SearchTREND POPULARITY+183.7%POPULARITY YOY GROWTH xx90.4%TIKTOK SHARESPATE POVKOREAN SKINCAREKorean Skincare

16、 has 4.1K average monthly popularity and+183.7%year-over-year growth.It shows a strong positive upward trajectory on both TikTok and search.With 90.4%TikTok share,this trend over-indexes on TikTok compared to US Google Search,though Google Search still shows potential with positive growth.Source:Pop

17、ularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 202310KOREAN SKINCAREPopularity index4.1KAVERAGE MONTHLY POPULARITY ConcernsSearch Volumeacne1.8Koily skin1.0Kdry skin490.0TREND SPOTLIGHTSource:Popularity Index:US Google Search+TikTok Views from from Dec

18、2023 to Nov 2024 vs.Dec 2022 to Nov 2023KOREAN SKINCAREBrandsSearch Volumecostco850.0seoul ceuticals480.0jolse390.0Korean skincareKorean skincare routineBest korean skincareBest korean skincare productsKorean skincare near meKorean skincare brandsKorean skincare productsAre korean skincare products

19、better for asian skinBest korean skincare brandsWhere to buy korean skincareOVERVIEW Consumers are actively seeking Korean skincare options to build routines,focusing on products suitable for their skin type and concerns like acne.They explore retailers,including specialty retailers like Jolse,that

20、specialize in Korean brands.TOP SEARCH QUERIESPOPULARITY11Top ConcernsViews#acne15.8M#darkspots9.5M#hyperpigmenatin8.2MBrand HashtagsViews#numbuzin11.3M#anua10.7M#medicube8.7MSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023;TikTok Week of J

21、anuary 5,2025OVERVIEW A 76.3%popularity convergence score indicates this trend performs similarly on Google and TikTok.Acne remains a top concern,aligning with search queries.On TikTok,the trend is highly product-focused,with brands like Numbuzin,Anua,and Medicube leading in views.12septembertwosday

22、syannniquejesaaelysHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?76.3%Popularity ConvergenceTREND SPOTLIGHTKOREAN SKINCAREPOPULARITY+193.0%+118.2%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)BRAND SPOTLIGHTSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023;T

23、ikTok Week of January 5,202513 ariellcastillojjustinchunglayallureHOW BIG IS THIS TREND?Very High Popularity3.1K Avg.Monthly Popularity6.0K4.0K2.0K202220232024Anua pore cleansing oilAnua pore deep cleansing foamAnua heartleaf pore control cleansing oilAnua pore control cleansing oilAnua-heartleaf po

24、re control cleansing oilAnua heartleaf quercetinol pore deep cleansing foamAnua bha tonerTOP SEARCH QUERIESPOPULARITY+360.4%+350.1%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)Anua is beloved on both Google Search and TikTok for its Heartleaf line.ANUATOP SKINCARE PRODUCTS BY POPULARITY YOY GROWTH 14Trend Popula

25、rity IndexHow big is this trend?Increase YoYYoY collagen mask319.0high popularity3.6K1.4K%centella ampoule26.0low popularity269.0726.8%turmeric kojic acid soap80.0medium popularity845.0697.3%overnight face mask75.0medium popularity780.0672.5%korean face mask80.0medium popularity771.0416.9%calming cr

26、eam21.0low popularity195.0339.0%peptide lip treatment59.0medium popularity544.0336.3%beef tallow skincare63.0medium popularity542.0251.9%korean skincare4.1Kvery high popularity31.6K183.7%blackhead strips245.0high popularity1.8K160.3%THE TOP PRODUCTS DRIVING YEAR-OVER-YEAR GROWTH IN POPULARITYSource:

27、Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?TREND POPULARITY+1.4K%POPULARITY YOY GROWTH xx88.0%TIKTOK SHARESPATE POVCOLLAGEN MASKCollagen Mask averages 319.0 monthly p

28、opularity,reflecting strong consumer interest.With+1.4K%year-over-year growth,it is rapidly gaining traction across Google and TikTok.Notably,88.0%of its consumer engagement occurs on TikTok,where the trend over-indexes.Source:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov

29、2024 vs.Dec 2022 to Nov 202315COLLAGEN MASKPopularity index319.0AVERAGE MONTHLY POPULARITY TIKTOK SHARE%:Share of TikTok popularity vs.US Google SearchConcernsSearch Volumeovernight2.8Kanti wrinkle1.0Ksmooth350.0TREND SPOTLIGHTSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023

30、to Nov 2024 vs.Dec 2022 to Nov 2023COLLAGEN MASKBrandsSearch Volumemedicube12.0Kbiodance8.5Kmario badescu1.4KMedicube collagen maskBiodance collagen maskCollagen maskMedicube collagen night wrapping maskBiodance maskDeep collagen anti wrinkle maskCollagen face maskCollagen eye maskOVERVIEW On search

31、,Collagen Mask is primarily associated with the viral overnight version from TikTok.Consumers also frequently seek its anti-wrinkle benefits.The trend features strong brand presence,particularly from K-beauty brands like Medicube and Biodance.TOP SEARCH QUERIESPOPULARITY16+338.1%(YEAR-OVER-YEAR)BREA

32、KOUT(YEAR-OVER-YEAR)kyokireadslexiandtrixiechl0ebeanTop ConcernsViews#antiaging234.9K#glowbooster208.9K#antiwrinkle174.5KBrand HashtagsViews#medicube2.2M#sungbooneditor147.9K#bidance93.2KSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023;TikT

33、ok Week of January 5,2025OVERVIEW Collagen Mask is a trend led by Korean brands like Medicube,Sung Boon Editor,and Biodance,driven by the viral overnight collagen mask.Top hashtags such as#antiaging and#glowbooster highlight key consumer concerns associated with the format.17HOW SIMILAR IS THIS TREN

34、D ACROSS PLATFORMS?85.2%Popularity ConvergenceTREND SPOTLIGHTCOLLAGEN MASKPOPULARITYBREAKOUT+338.1%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)doublevus2giannamjoyceyannniqueBRAND SPOTLIGHTSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023;TikTok Week of

35、 January 5,202518HOW BIG IS THIS TREND?Very High Popularity2.8K Avg.Monthly Popularity6.0K4.0K2.0K202220232024MedicubeMedicube collagen maskMedicube collagen jelly creamMedicube age rMedicube collagen jelly cream-niacinamideMedicube usMedicube age r boosterMedicube age-r booster proMedicube reviewMe

36、dicube discount codeTOP SEARCH QUERIESPOPULARITY+898.2%+166.5%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)Medicube is a top brand driving the Collagen Mask trend on search and TikTok.MEDICUBESource:Medicube USTOP FACE CONCERNS19TOP SKINCARE CONCERNS BY INCREASE IN POPULARITY20Trend Popularity IndexHow big is th

37、is trend?IncreaseYoYYoYacne28.3Kvery high popularity52.4K18.3%dry skin5.3Kvery high popularity10.5K19.8%rosacea2.9Kvery high popularity9.8K40.0%milia1.6Kvery high popularity5.4K37.9%hyperpigmentation2.1Kvery high popularity5.2K26.2%dark spot2.7Kvery high popularity4.7K16.9%atopic dermatitis2.0Kvery

38、high popularity4.5K23.1%dark circles2.1Kvery high popularity4.2K20.0%acne scars2.0Kvery high popularity4.1K21.0%wrinkle2.9Kvery high popularity3.5K11.1%THE TOP CONCERNS DRIVING MOST SIGNIFICANT CHANGE IN POPULARITY Source:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024

39、vs.Dec 2022 to Nov 2023TOP SKINCARE CONCERNS BY POPULARITY YOY GROWTH 21Trend Popularity IndexHow big is this trend?Increase YoYYoY skin microbiome65.0medium popularity659.0525.2%post inflammatory erythema32.0low popularity195.0100.4%uneven skin tone84.0medium popularity497.098.2%skin inflammation30

40、.0low popularity153.072.2%bunny line32.0low popularity155.068.0%marionette lines133.0medium popularity618.063.0%skin barrier repair37.0low popularity165.060.4%post inflammatory hyperpigmentation76.0medium popularity297.048.0%nasolabial folds102.0medium popularity394.047.3%comedonal acne285.0high pop

41、ularity1.1K46.8%THE TOP CONCERNS DRIVING YEAR-OVER-YEAR GROWTH IN POPULARITYSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?TREND POPULARITY+19.8%POPULARITY YOY GRO

42、WTH xx27.9%TIKTOK SHARESPATE POVDRY SKINDry Skin averages 5.3K monthly popularity,indicating high popularity across platforms.With+19.8%year-over-year growth,the trend is steadily gaining traction on both Google and TikTok.It over-indexes on Google,with only 27.9%TikTok share,suggesting that most co

43、nsumer engagement occurs through search rather than TikTok.Source:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 202322DRY SKINPopularity index5.3KAVERAGE MONTHLY POPULARITY TIKTOK SHARE%:Share of TikTok popularity vs.US Google SearchConcernsSearch V

44、olumelotion103.9Koil30.3Kcleanser20.9KTREND SPOTLIGHTSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023DRY SKINBrandsSearch Volumecerave10.8Kponds7.1Kvaseline4.0KDry skinBest moisturizer for dry skinDry lipsBest lotion for dry skinDry skin ra

45、shMoisturizer for dry skinDry skin on faceLotion for dry skinBest face moisturizer for dry skinDry patches on skinOVERVIEW Consumers primarily turn to Google to search for dry skin solutions,focusing on moisturizing formats like lotions to address dryness and dry patches.Cerave is a leading brand dr

46、iving search volume within this trend,but searches for“best moisturizer”suggest consumers are open to exploring a wider range of options.TOP SEARCH QUERIESPOPULARITY23+14.6%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)+35.9%shereeneidrissgottaglowgirlkaitilyndeckerConcernsViews#beeftallow1.3M#hyaluronicacid313.2

47、K#tretinoin188.9KBrand HashtagsViews#cerave19.1M#rodanandfields2.4M#vaseline1.8MSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023;TikTok Week of January 5,2025OVERVIEW Beef Tallow is emerging as a notable trend in skincare,particularly as a

48、key ingredient for addressing dry skin.Tretinoin hashtags often highlight videos discussing moisturizing solutions to counteract its drying effects,presenting an opportunity for brands to develop products that complement active,drying ingredients.24HOW SIMILAR IS THIS TREND ACROSS PLATFORMS?63.2%Pop

49、ularity ConvergenceTREND SPOTLIGHTDRY SKINPOPULARITY+14.6%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)+35.9%BRAND SPOTLIGHTSource:Popularity Index:US Google Search+TikTok Views from from Dec 2023 to Nov 2024 vs.Dec 2022 to Nov 2023;TikTok Week of January 5,20252540.0K20.0K202220232024CeraveCerave moisturizing c

50、reamCerave moisturizerCera ve lotionCerave healing ointmentCerave cleanserCerave lotionCerave hydrating cleanserTOP SEARCH QUERIESPOPULARITY+898.2%+166.5%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)Cerave is a leading brand driving the Dry Skin trend across both search and TikTok platforms.CERAVECerave retinolC

51、erave foaming facial cleanserCera veHOW BIG IS THIS TREND?Very High Popularity27.0K Avg.Monthly Popularitydrdustinportelaimfreenericanic0leSPATE POVThe Popularity Index highlights leading skincare subcategories,uncovering valuable insights and opportunities for brands seeking opportunities in the be

52、auty industry.Korean Skincare Continues to Rise.Korean skincare is trending as consumers explore brands,products,and retailers.The key driversingredients,innovative formats,and proven efficacycontinue to attract interest.Brands should focus on these aspects in their messaging and offerings to stand

53、out among an increasingly appealing international offering.Hydration Starts at Night.Nighttime skincare is gaining traction as consumers turn to collagen masks for deep hydration and overnight repair.With dry skin still a major concern,the promise of waking up to visibly moisturized,radiant skin mak

54、es overnight masks a must-have solution.Brands have an opportunity to innovate with products that target hydration and repair,incorporating overnight formats and nourishing ingredients like beef tallow,to meet the rising demand for convenient,results-driven routines.Addressing Facial Contours.While

55、concerns like acne remain prevalent,concerns such as marionette lines and nasolabial folds are gaining attention.Aesthetic services and pharmaceutical brands have an opportunity to address these concerns through injectables and sculpting treatments,while skincare brands can offer complementary produ

56、cts that enhance results and support healing after procedures.Preventative care also presents a growing opportunity for brands in this space.26Start your free trial todayOver 20BN search signals and 60M TikTok videos to spot the next big trend.www.spate.nyc Volume:Monthly search volume averaged over

57、 the last 12 monthsMETRICS:SEARCH&TIKTOKViews:Average weekly views of videos in the US with the included hashtags:past 4 weeks28METRICS:POPULARITY INDEXIncrease YoY:The difference in popularity index of the past 12 months vs.of the previous 12 monthsYoY:Year-over-Year growth rate:latest 12 months vs.previous 12 months growth rateTikTok Share%:Share of TikTok popularity vs.US Google Search29