“We have been utilizing the Spate US  instrument to assist our Trend experiences for 2 years now – it has develop into a useful asset because it permits us to counterpoint our analysis and observations with dependable, and insightful knowledge. We are thrilled that the corporate is extending into France and different nations, to convey a a lot clearer understanding of cultural trends and shopper shifts, on a world scale,” explains Leila Rochet, Chief Inspiration Officer of Cosmetics Inspiration & Creation.
Understanding cultural specificities via country-specific knowledge evaluation is an extremely great tool – notably within the case of France and the US the place cultural and historic variations are extra marked. The newest knowledge from Spate permits us to raised perceive the variations and similarities trending in each nations.
French hooked on the classics
The laser give attention to skincare propelled by the pandemic is in decline, as French shoppers shift their focus onto beautification. Yet, inside the skincare area, what’s rising from Spate’s knowledge is an image of a French shopper who’s hooked on basic merchandise and manufacturers, however with a watch on revolutionary components that mix science with nature.
In the US market, novel and on-trend codecs, similar to face masks sticks (with a rise of greater than 168.4K common month-to-month searches) and gua sha oil (+7.2K common month-to-month searches) are proving fashionable, whereas in France it’s the trusted, basic merchandise which might be driving probably the most visitors. Serum tops out probably the most looked for within the face class (with a search quantity enhance of +4.8K common month-to-month searches), with shoppers in search of serum-based options to focus on spots, hyperpigmentation and blemishes. For the US shopper, anti-aging is the highest concern with searches for ‘face serum + wrinkles’ averaging 21,000 searches per 30 days.
Brand searches verify pure and derma-brand curiosity
Confirming the dominance of the classics within the French shopper psyche, Clarins is the most well-liked model (+7.4K enhance in common month-to-month searches), adopted by different tried-and-tested manufacturers together with Caudalie (+7.2K avg month-to-month searches) and La Roche Posay (+3.7K avg month-to-month searches). The hottest Clarins product is the Clarins Double Serum, reflective of serums as the highest change driver amongst French shoppers.
Ingredient attraction – tech vs nature
Despite curiosity in scientific components being much less prevalent amongst French shoppers in comparison with these within the US, what’s rising is a rising curiosity in different plant-derived components. Notably, carrot oil is experiencing a surge in France (searches are +7.75% YoY, averaging 2.3K per 30 days). Spate notes that in France, searches for ‘huile de carotte peau claire’, (‘gentle pores and skin carrot oil’), suggests shoppers are utilizing the ingredient to deal with pores and skin discoloration or lighten the pores and skin.
Scientific actives are additionally having a bit of a second (albeit extra tentatively than when these components started to spike within the US some years in the past), represented in search quantity will increase for salicylic acid (+856 avg month-to-month searches), spironolactone (+357 avg month-to-month searches), and bakuchiol (+281 avg month-to-month searches). Also in ascendance is niacinamide, which has had a search surge of +35.8% YoY alongside skincare in 2022.
The CIC x Spate Take
The classics reign in France. While US shoppers are trend-led, French shoppers are extra comfy with acquainted, tried-and-tested manufacturers and merchandise. Yet, rising curiosity in scientific components and revolutionary plant-derived alternate options presents a possibility for manufacturers to encourage shoppers by revamping fashionable codecs with thrilling new components.