Our weekly "Consumer Pulse" video report on social media uncovers cosmetic-related searches growing in interest across Google Trends, TikTok and the web in general. Now trending are: Haruna Kawaguchi Cosmetics, Lisa Cosmetics, Freshly Cosmetics, AI perfume, kojic acid serum, perimenopause tests, beard growth serum and #nudemakeup.
Haruna Kawaguchi Cosmetics
Japanese actress, YouTuber and model Haruna Kawaguchi is teaming up with makeup artist Yusuke Kawakita and her brand, &B, to develop cosmetics. Per WWD Japan (through Google translate), Kawagachi has been the muse for the brand since April 2022. The model's vision of iron-plated products came to life in the sleek packaging of the first two product launches: Sheer Lip in cassis brown and Stick Eye Shadow in dusty brown. Per Google Trends, searches on "Haruna Kawaguchi Cosmetics" are up 750%.
Searches on "Lisa Cosmetics" grew 180% in the past week, also per Google Trends. While there was no clear connection to a brand or news story, a web search revealed that today (Nov. 22, 2023), MAC Cosmetics partnered with Nigerian fashion designer Lisa Folawiyo to create makeup looks to accompany her latest fashion line. MAC used bright colors, graphic eye liner and products to create dewy skin effects. Another web search found that, like many other retailers, "Lisa Cosmetics Warehouse" is having a black Friday sale for the holidays; the retailer features several major prestige brands.
Freshly Cosmetics is another brand highlighting a black Friday sale. The company highlights that its products are designed to care for the skin and environment, and led by the charge "science works better with love." The current fan favorite from this brand is the Golden Radiance Body Oil, featuring marula, chia and rosehip oils. The product is said to target stretch marks, scars and dryness, giving skin a "juicy" and healthier appearance. Additional claims include imparting radiance, increasing elasticity and fortifying skin with antioxidants from microalgae.
This week, Exploding Topics highlights growing interest in AI perfume, kojic acid serum (see last week's report on kojic acid soap) and perimenopause tests. In terms of AI perfume, as you might expect, this refers to fragrance uniquely created using AI to calculate the best match for a given consumer based on data gathered from questionnaires. Per the source, Every Human is a start-up brand offering this service, called "algorithmic perfumery," which has drawn interest. In parallel, Google Cloud is reportedly using AI to digitize smell and also uncover unknown scents. The source notes that 100 million molecules with scent have been identified (to date), while some 40 billion are out there, in total. (Perfumers, is this true?)
Beard Growth Serum
Is No-Shave November still a thing? Perhaps, considering beard growth serum is trending with consumers, per Exploding Topics. These typically oil-based products are said to deliver nutrients and improve circulation to support beard growth. Searches on the beard product brand Honest Amish are reportedly up 186% in the past two years, with the brand selling $104 K worth of products on Amazon each month.
The same source noted this is part of a larger #beardgrowthkit meta trend, which also comprises beard rollers and supplements. Beard rollers use microneedling to stimulate collagen and follicles in the beard area, while biotin and B-12 gummies support follicle growth.
Finally, per Spate's hashtag tracker, on TikTok, the hashtag "nude makeup" (#nudemakeup) is up a whopping 160,175,000%, week over week. It seems like a pendulum swing in the opposite direction of the #uncannyvalley makeup trend we saw a few weeks ago.