Photo Credit - Dominik Kielbasa via Unsplash

At the recent MakeUp in Paris event, Leila Rochet, Chief Inspiration Officer, was joined by Spate’s Analytical Lead, Julien Lutz, to decode the latest search data coming out of the US and France. Based on analysis of over 20 billion beauty-related search signals, Spate, the agency’s Partner Agency, decipher the rising trends and consumer behaviors emerging from the two Beauty powerhouses.

Read on to discover the major differences between US and French consumers when it comes to searches for lip and eye makeup products.

EYE MAKEUP - CREATIVITY ON THE RISE

In the US, products with a creative arc are coming out on top; with artistic eyeliner and eyeshadow experiencing a search volume of +1.2M. In comparison, French consumers are engaging with trends that focus on making the lashes pop; searches for fake eyelashes are at 291.2K, mascara at 103.8K and eyeliner at 9.8K. Products that define and enhance the eye and lashes dominate the French top ten, and include eyebrow tint (47.9K), eyelash glue (23.4K) and eyebrow definer (15.1K).

However, data shows that French consumers have a growing interest in creative eye looks; eye glitter is the top growing makeup product (+57.7%), followed by liquid eyeliner (+36.2%). ‘Waterproof’ is a trending category in both the US and France, where searches for waterproof eyeliner are at 29.7%, and US consumer searches for waterproof eyeshadow are +658.9%. Also breaking through in the US are searches for eye gloss at +120.4% and eyebrow stencil at +115.9%.

Creative expression continues to dominate US tastes when it comes to eye color too; silver (+91.8%), taupe (+72.8%) and coral (+70.6%) are the top trending colors, while French consumers are more interested in the classics, with white (+20.7%), brown (+14.8%) and plum (+5.7%) making the top three. The top trending eye makeup products coming out of the US are Urban Decay’s Naked Eyeshadow Palette with +66.9K average monthly searches, followed by GrandeLASH MD Lash Enhancing Serum (+36K) and NYX’s Micro Brow Pencil(+12.4K). In France, as socialization returns, consumers are searching for longwear and waterproof eye products; Essence Mascara (+2.1K), Maybelline Great Lash Waterproof Mascara (+488) and MAC Cosmetics Brushstroke 24-HR Liner (+301) are the top trending eye makeup products.

LIP MAKEUP - RED, LIP ENHANCEMENT & COLOR

Clinique - Almost Lipstick Black Honey - Source Facebook

US and French consumers are aligned in their love for lipstick, especially red lipstick. US consumer searches for red lipstick are at 77.9K, while in France it is the second most-searched-for lip product overall, with a search volume of 59.3K. Search analysis shows French consumer interest in lip enhancing products - lip plumping gloss is the most-searched-for product at +108%, followed by lip plumper (+16.2%) and lip gloss (+0.3%). US search data highlights an interest in more creative lip play; searches for lip shimmer is at +461.9%, lipstick palette at +259% and sheer lipstick is at +183.8%.

The top lipstick colors by growth coming out of the US are plum (+306.8%), chocolate (+162.3%) and orange (+143%). The classics reign in France, with consumers increasingly searching for coral (+64.9%), maroon (+48.6%) and pink (+44.6%). Lip products with staying power are trending with US consumers; Clinique’s Pop Lip Color + Primer and Maybelline’s Super Stay Matte Ink Liquid Lipstick are at +47.k and 14.22K average monthly searches, respectively. The top trending product by search growth in the US is Clinique’s Almost Lipstick, at +245.9K average monthly searches. The top trending lip makeup products amongst French consumers are NYX's Butter Gloss at +515, closely followed by Guerlain Lipstick at +513, and NYX’s Soft Matte Lip Cream at +319.

CIC TAKE

The US still leads the way for creative and audacious expressions, but France is rapidly following suit.
With rising inflation, mass-market brands that demonstrate creativity and affordability will draw attention, and luxury brands will need to reinforce value-driven innovations to justify price.
Expect an increasing thirst for creative independence in the future, with an impact on color, application and texture.

To download the full report from Spate, just click on the link.