Unmystified: How The Concept of Skinimalism Became Reality in Consumers Online Searches.

Skincare is naturally an industry where innovation is huge, as consumers expectations tend to evolve significantly over time, skinimalism is a symbol of this.

The holiday season is usually a big time for market analysts – trying to predict what the future is going to look like for an industry or a category.

No wonder everyone is trying to detect what’s going to become huge with little facts & data.

But sometimes we feel like it’s hard to understand what’s really trending among consumers – compared to what’s just about personal conviction or interpretation.

So we launched Trajaan Unmystified, a new series of posts from Trajaan aiming to deep dive into “consumer trends” and reveal if these trends have a true potential.

Let’s start with skinimalism, a beauty trend that was set change the beauty industry in 2021.

What is skinimalism?

It’s been a while since we all learned how to live during a complete lockdown. Remember when it all started in March 2020!

End of 2020, Pinterest reported a surge of posts & online searches about skinimalism – when consumers “embrace slow beauty and let their natural skin texture shine through”.

According to Pinterest data, lockdowns have engaged consumers to follow a new skincare routine, from an overload of makeup to a limited selection of natural products & actions. Having in mind to let their skin shine bright as it should naturally, instead of applying too much toxin on it.

Pinterest provided 5 interesting data facts to support that trend:

  • +500% of searches about ‘naturally glowing skin’
  • +500% of searches about ‘face yoga exercices’
  • +110% of ‘homemade skin care’
  • +115% of ‘aloe vera face mask’
  • +180% of ‘natural everyday makeup’

 

While these figures definitely denoted a shift in activity within the Pinterest community, it did not prove anything about its true business potential – especially after the end of the Covid-19 lockdowns.

Has skinimalism been a real trend in 2021 that lasted beyond the Covid-19 crises? Is skinimalism still a trend that is set to become more significant in 2022? Or is it already dead?

Let’s deep dive into what people searched online over 2021 to get a bigger picture about the reality of consumption.

Search listening: translating a concept into real online searches.

Everyone can predict the future. But only a few will do basing their opinion on converging data facts. Of course, we’d love to get access to sales data from every beauty company in the world to see what’s trending or not. But no one can simply access these data.

So a good starting point is to take a look at what consumers are actually searching. Especially on high-traffic search bars like Google or Amazon.

It becomes necessary to translate concepts such as skinimalism into a large range of consumer online searches. Then analyse what segments of searches are actually emerging, rising or decreasing – compared to the others.

Let’s focus on what consumers search about how to make their makeup routine more natural, using fewer products.

Thinking outside the bot

It may sound logical to start by looking at the expression itself: skinimalism. But definitely it is not. 

No consumer is going to search for a term that has been crafted by an agency or a social network.

For the simple reason that a term like skinimalism is supposed to refer to multiple things consumers are looking for online. Consumers search instead fo products, services or even tutorials – just like they do in shops.

That’s why Pinterest was telling us in late 2020 about ‘homemade skincare’, ‘face yoga’ or ‘aloe vera face mask’, i.e. presenting a few search queries that were embodying the trend they were actually defining.

Just like Pinterest did with its community, we tried to do the same by mapping a lot of search queries revealing what people actually searched online about skinimalism over 2021.

We are not saying we do not believe in trends pushed by Pinterest, we just want to confirm their true potential by looking at Google & Amazon search volumes.

With one simple goal: spotting products, services or habits that are really generating growing interest among consumers.

So we started to look at a few topics we wanted to explore:

  • Face care routine: is there a true interest in getting generic advice?
  • Natural products for face care: is there a growing interest for products with natural ingredients for face care?
  • DIY skin care: are consumers willing to build their own products?
 
skinimalism

Detecting & monitoring real skinimalism trends with search listening.

Let’s have a look on what’s happening in the USA. 

After a decrease of interest following the end of the second Covid-19 outbreak, interest for skinimalism rose again in Winter 21-22.

Some topics are particularly getting more & more attraction from American consumers – especially facial yoga.

Search listening is powerful to detect variations in demand between different geolocations, like countries, regions or cities. 

We compared the amount of online searches for ‘face yoga’ to reveal where there is the most interest, but also where there is the highest affinity (total search volume for 100k population).

While the highest search volume is naturally in California (given its population), highest affinity is in Massachusetts, Vermont & Maine.

skinimalism

You can also rely on search listening technology to detect big differences in the demand structure between regions. Interesting to notice that consumer expectations for face care are quite different in dry & sunny US states – with a strong interest for aloe vera for face.

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