Yesterday we explored the ways in which Google can be used to predict and capitalise on fashion trends. For example, based on people’s search habits, we now know that tulle skirts are hot property this season. But what have we learned when it comes to beauty?
In 2014, the most Googled question relating to beauty was, ‘How to get rid of acne?’ while among the top 10 searches, people were unsure what BB cream was, they didn’t quite understand why some of us get freckles and they queried how often they should wash their hair.
Trend wise, people searching for make-up tips and tricks online shoots right up in October, just as we gear up for our respective fancy dress ensembles. Google say these are the most popular tutorials online, despite the fact that we only look to these kinds of beauty routines towards the end of October. Nevertheless, 56 million of you have wanted to transform yourself into a Barbie.
Something that brands are paying attention to is the ways in which people are searching – if it’s tutorials they’re after, they’ll head to YouTube, but if they’re in a shop, toying with the idea of buying a product, the first place they’ll go is to their smart phone to look for easy access product reviews.
Think With Google explain: “According to Google research, people are primarily looking for product information and reviews while on the go. The Sephora to Go app is designed around this insight. It lets consumers search for product reviews, save their favorite products and pull up their loyalty card to scan at the register. Now, shoppers can even use their smartphone to try on makeup in a store. Rather than open up a tube of L’Oreal lipstick, they can open up L’Oreal’s newMakeupGenius app to virtually sample shades.”
Does this mean the days of queueing up at make-up counters to adorn our hands with swatches will soon be a thing of the past?
Google’s trend report for the full year reveal that in December, searches for glitter eyeshadow spike, while in January, we’re mostly concerned with rectifying our dry skin. In February, we’re searching for tutorials that give us a Valentine’s Day appropriate look. Interestingly, from March through to June, searches for orange lipstick (at least in 2014), saw a rise in popularity, while in April, searches for the colour purple take the lead. Rihanna and her purple lips of late are further proof of this trend. April and May is also a time where we emerge from our winter woollies and yearn for that elusive bronzed glow. It’s at this precise time that brands who specialise in bronzer ought to be at the top of their game.
June through August is all about wedding beauty. In 2014, searches for wedding hair and make-up on Youtube grew a staggering 70%. “Nail related searches peak in July every year. Nail art is the fastest-growing nail trend; related searches on YouTube grew 35% in 2014.”
Contrasting with January’s dry skin woes, in August, we’re more concerned with treating oily skin. “Searches related to makeup for oily skin were up 18% YoY in this month in 2014.”
Giving the men of the world their time to shine, as we approach November, searches relating to moustaches are on the rise around this time. Lastly, in December, 56% of festive make-up searches on Google.com contained a brand name, suggesting that this is the most powerful time of year for brands to be in the mouths of their core demographic.
The arrows point to stun nails by @chloegnailsandbeauty #tropicalpopical #notd
A photo posted by Tropical Popical (@tropicalpopical) on Apr 29, 2015 at 4:17pm PDT
What will it be next year?