Consumers are having a growing interest in scalp scrubs
Spate has released its latest COVID-19 trends in beauty report that shows consumers' interest growing in such categories like scalp scrubs, clear mascara, neon hair color, DIY dyes, curl refreshers and aloe vera.
Further reading: Cosmetic Winners and Losers from COVID-19: Ingredients and Products
Scalp Scrubs
- Interest has grown 40% since last year
- Nexxus and Kristin Ess are top brands in trend
- Consumers are seeking scrubs that moisturize, purify and cleanse
- Consumers are seeking to address dandruff, thinning and oily hair
- Consumers are seeking out complementary products, such as scalp scrub brushes
Clear Mascara
- Interest has grown 15% since last year
- Maybelline is top brand in trend
- Retailer Target is highly associated with clear mascara
- Consumers are seeking educational content on clear mascara
- Consumers are using eyelash mascara for their brows
Neon Hair
- Interest has grown 26.3% since last year
- No particular brands are leading the trend, therefore room for opportunity
- Consumers are seeking out neon hair in form of dyes, extensions, roll-ons and sprays
DIY Dyes
- Interest has grown 11.9% since last year
- Search volume for eyebrow dye is high relative toother eyebrow product
- No particular brands are leading the trend, therefore room for opportunity
- Consumers are seeking how-to content and at-home advice
- Consumers are turning to men's beard dye as a substitute
Curl Refreshers
- Interest has grown 44.4% since last year
- Aussie, Monat and tgin are top brands in trend
- Consumers are seeking low energy solutions for a refreshing boost
Aloe Vera
- Interest is growing in realm of DIY hand sanitizer
- Interest has grown 29.1% since last year
- Consumers are seeking lip hydration with aloe lip gloss
