Beauty ingredients: Google on global cross-market trends
The company recently released a beauty trends report that identifies and compares consumer habits and demands across three key global markets: the US, France and Japan.
It looked at monthly search data for top volume beauty queries between September 2014 and September 2016.
Ingredients was one of its two essential ‘themes to know’, alongside masking, and the company explained the top raw materials seeing significant worldwide consumer interest.
US focus on food
In the US, the top ingredients were related to the increasing crossover between food and beauty, with consumers keen for ingredients that could meet three top skin care concerns: healing, scars and detox.
“In the U.S., consumers seem to find inspiration from food when researching ingredients related to skin concerns.Trendy ingredients such as apple cider vinegar, turmeric, and manuka honey were also trending related to food in the US Food Trends Report.”
France keen for oils
According to the report, French consumers are searching for ingredients to meet the key concerns of acne, dark circles and stretch marks.
Top trending ingredients in France are mainly oil-based. Jojoba, coconut, vegetable, tamanu and avocado oil are all top searches, and snail slime and donkey milk are more unusual, animal-based derivatives that consumers are keen on.
“Other trending ingredients to keep an eye on in France include aloe vera and hyaluronic acid,” note Google’s analysts.
Japan: science focus
Key concerns defining ingredients searches in Japan are pores, darkening and scars, and Japan searches tend to the more technical and scientific ingredients: enzyme, vitamin C, ceramide and water are all among the most popular.
"When it comes to ingredients in Japan, it’s about quality, not quantity. There is not as strong of a variety of ingredients searched in this market compared to France and the U.S. Trending ingredients in Japan are more likely to be synthesized rather than naturally occurring.”
