Google’s Beauty Trends Report 2017

The YS Beauty Lab

Google recently released a beauty trend report focusing on skin care trends across the US, France and Japan. Based on top searches in its search engine from September 2014 to September 2016, the company concludes that the following products were the most popular, and will continue to be so for some time:

1. Face Masks to Treat Acne, Blackheads and Oily Skin

The most searched skin care products are, what else, face masks! Acne is a top skin concern associated with searches for masks globally. In the US, people show interest in earthy ingredients like charcoal, clay and mud, which are used to remove excess sebum and fight acne. French consumers are interested in peel-off masks, while Japanese rely on face masks to replenish moisture.

2. Masks for Hands, Legs and Heels

There is a rise in the popularity of body masks in the Japanese market, like those for legs, cuticles, hands and heels. Google notes that this trend may spread to the Western world.

3. Ingredients: Organic vs. Synthetic

When researching skin care ingredients, US consumers tend to draw inspiration from food like apple cider vinegar, turmeric and manuka honey. Vegan beauty products are also gaining a lot of momentum in the US. Top trending ingredients in France are mainly oil-based, with aloe and hyaluronic acid also included. Popular ingredients in Japan include Vitamin C, enzyme, ceramide and carbonate, which are more likely to be synthesized rather than naturally occurring.

4. Facial Brushes and Rollers

American consumers are more interested in brushing and scrubbing, while those from France and Japan are keener on devices that stimulate the skin, such as suction cups, konjac sponges, massage rollers, as well as cotton swabs and tweezers for blackheads.

5. Bath Bombs

Bath bombs are trending in the US and France, though not much in Japan.

6. Men’s Skincare

In all three markets, searches for men’s skincare products have evolved into more specific terms like “men’s face wash” and “men’s face moisturizer,” which indicates that men are now more concerned and gaining better knowledge of their skin, particularly their faces!

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