2020
BEAUTY TRENDS
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New Year, New Trends
Which looks are looking up in 2020 and which products are consumers clamoring for?
We dug into 235 million social posts to discover the trends taking center stage...and the ones that are oh-so-over.
Here’s a sneak peek at what we found: trend 1 Treatments are way up, with conversations about face lifts rising 53% over the last year. trend 2 Less is more, as illustrated by impressive conversation growth around multifunctional ingredients like hyaluronic acid. trend 3 Chic and simple are in, as consumer interest in complex looks like spotlight eye has dropped almost 20% since 2018.
Is your brand set for success in 2020? Keep reading for a detailed look at what’s on consumers’ minds—and in their makeup bags. 22
About Social Standards Social Standards is a consumer analytics platform powered by social data.
Our data offers complete coverage of the Beauty market, with built-in benchmarking that enables:
We provide actionable insights to cutting-edge brands & investors ready for deeper answers than what boolean queries and panels can provide.
• One-click comparison of brand & product performance • Detailed understanding of a cohort’s interests & needs • Early identification of emerging trends & threats • Discovery of segments that are primed for conversion 33
How we get the data Social Standards bridges the gap between social listening and market research by:
Capturing public Instagram posts about Beauty topics
Analyzing 235 million posts to discover themes & trends
Quantifying the relationships between topics
Contextualizing data against Beauty-specific benchmarks
The result is a platform that enables users to unlock deep, contextualized insights into every brand, product, and trend consumers talk about on social media. 44
Methodology To qualify for inclusion in this report, we looked for topics with:
Positive growth* in conversation volume over 12 months
*These were required for rising trends. For falling trends, we required declining conversation volume & a decreasing or unstable MoM repeat conversation rate.
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A minimum of 25 authentic (non-spam) posts per day about the topic
Rising or stable* month-overmonth repeat conversation rate
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Key Terminology conversations Public consumer conversations on social media (excludes spam posts).
mom repeat conversation rate The degree to which consumers repeatedly talk about a topic on a month-over-month basis. This metric gauges consumer excitement about or loyalty to a brand, product, or look.
yoy conversation growth Year-over-year comparison of the number of social media conversations about a topic within a market vertical. Conversation growth is often a leading indicator of a rising or falling trend, product, or brand.
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trend 1
Treatments Consumer interest in skincare treatments and semi-permanent cosmetics is up, which is reflected in the fastest-growing services, products & brands in Beauty.
Consumers are in it for the long term
Eyelash Lift
50%
Long-lasting treatments are growing quickly (x-axis) & gaining dedicated consumers (y-axis).
“
After years of multi-step beauty regimens, consumers are looking to streamline their daily routines. Devon Bergman, CEO, Social Standards
Lip Fillers mom repeat conversation growth
Along with seeking long term skincare benefits, consumers are buzzing about semi-permanent cosmetic treatments.
Microneedling
Eyebrow Tinting Dermabrasion 25%
Dermaplaning Face Lift
Skin Peels
0
50%
100%
yoy conversation growth (relative to beauty) cosmetics
skincare
Bubble size represents posts per day Data Source: Social Standards Market Insights - Global, December 2019
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Treatment brands are top of mind
75%
PhiBrows (Microblading)
The shift to skincare is nothing new, but the rise in consumer interest around treatments is a twist on the trend. mom repeat conversation growth
Looking at treatment brands, it’s clear that consumers see skincare as an investment, both at home and in the salon.
Tina Davies Professional (Microblading) Dermapen (Microneedling)
50%
Juvederm (Fillers)
25%
Dysport (Botox) Foreo (Skincare Device)
0
50%
100%
yoy conversation growth (relative to beauty) salon
home
Bubble size represents posts per day Data Source: Social Standards Market Insights - Global, December 2019
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The beauty doctor is in
50%
Consumers are intrigued by intensive beauty treatments, but are also curious about less invasive ways to achieve results.
Devon Bergman, CEO, Social Standards
mom repeat conversation growth
“
Many of these treatments aren’t about changing your appearance. Instead, consumers view them as essential maintenance.
Plastic Surgery
Non-Surgical
Surgical
25% Laser
Medical Grade
Prescription
0
50%
100%
yoy conversation growth (relative to beauty) intensive
less invasive
Bubble size represents posts per day Data Source: Social Standards Market Insights - Global, December 2019
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Consumers are cautious
50%
An increase in conversations about proven results indicates consumers are vetting treatments before committing. mom repeat conversation growth
Likewise, a rise in conversations around invasiveness suggests that while consumers are interested in clinical & semi-permanent treatments, they may be concerned about their intensity.
Board Certified
Non-Invasive Award-Winning
25%
Minimally Invasive
Certified
0
Scientifically Proven
25%
100%
yoy conversation growth (relative to beauty) proven results
invasiveness
Bubble size represents posts per day Data Source: Social Standards Market Insights - Global, December 2019
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trend 2
Less is More Along with semi-permanent treatments, consumers are buzzing about streamlined routines and multifunctional ingredients.
Consumers have an investment mindset Discussion of cost is down, indicating that consumers may be upscaling as they move to semi-permanent treatments.
“
Consumers are willing to spend more to get more. They want long-term results and are fine with investing more money and time to get them. Devon Bergman, CEO, Social Standards
Bargain
Inexpensive
0 yoy conversation growth (relative to beauty)
That expense has a big payoff: procedures like lash tinting and microblading yield longlasting looks, making concerns like running and smudging a thing of the past.
Smudgeproof
Water Resistant
-16%
-14%
-21%
-29%
Data Source: Social Standards Market Insights - Global, December 2019
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Powerhouse ingredients are popping
Hyaluronic Acid
25%
While 2019 brought hyaluronic acid to the mainstream, peptides, ceramide, and enzymes could be big in 2020.
mom repeat conversation growth
When it comes to skincare ingredients, consumers are looking for multifunctional options that moisturize, soothe & protect skin. Silicone Peptides Ceramide Enzymes
13%
0
50%
100%
yoy conversation growth (relative to beauty) Bubble size represents posts per day Data Source: Social Standards Market Insights - Global, December 2019
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Face masks have peaked
“
Given the shift toward highly effective but minimalistic beauty, in 2020 we wouldn’t be surprised to see consumers clearing out the clutter in their makeup bags. Devon Bergman, CEO, Social Standards
0 yoy conversation growth (relative to beauty)
As consumers move toward high-powered skincare options, temporary fixes like sheet and clay masks are falling out of favor. Likewise, tools & accessories are losing their shine on social.
Clay Masks
Face Brushes
Makeup Bag
Sheet Masks
-13% -19%
-26% -29%
tools & accessories
masks
Bubble size represents posts per day Data Source: Social Standards Market Insights - Global, December 2019 15
The eyes (and brows) have it Consumers are increasingly selective about what to include in their cosmetic collections, but lash & brow products are making the cut.
Serum mom repeat conversation growth
Meanwhile, power-packed serums are popular, whether for brows, lashes, or skin.
Pen/Pencil (Eyebrow)
30%
Wax (Eyebrow)
Strips (Lashes)
Adhesive (Lashes)
15%
0
50%
100%
yoy conversation growth (relative to beauty) lash & brow products
serum
Bubble size represents posts per day Data Source: Social Standards Market Insights - Global, December 2019
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trend 3
Easy & Elegant After years of intricate & vibrant makeup looks, consumers are ready to simplify.
Candor is king
“
When they are posting on social, consumers aren’t just putting their best faces forward. They’re having frank conversations about both desired outcomes and ‘problems’ they’re trying to solve. Devon Bergman, CEO, Social Standards
34% yoy conversation growth (relative to beauty)
Consumers talk about both the results they want to achieve & the outcomes they want to avoid.
27% 25%
24%
24%
Youthful
Defined
0 Dull
Puffy
Firm
Data Source: Social Standards Market Insights - Global, December 2019
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What’s out: Out-there makeup looks Consumer excitement about intricate and outlandish makeup looks is waning. Festival Makeup
Holographic
Spotlight Eye
Winged Eyelighter
Dazzle
Prismatic
0 yoy conversation growth (relative to beauty)
That may not signal the death of cosmetics, though. Instead, consumers may adopt looks that leverage limited color palettes, call for fewer tools & don’t require MUA-level application skills.
-6%
-7%
-18% -25% -33%
-47%
Data Source: Social Standards Market Insights - Global, December 2019 19
Consumers have the (dark) blues When it comes to consumers’ preferred hues, dark blues & grays are on the ascent while blue-greens are losing ground.
Indigo
+8%
Kohl
More surprisingly, though, the rose gold rush seems to be over. The shade still gets plenty of mentions, but consumer excitement is fading fast.
+6%
Navy Blue
+2%
-8%
Turquoise
-9%
Teal
-14%
Champagne
Taupe
-20%
-32%
Rose Gold 0 yoy conversation growth (relative to beauty)
Data Source: Social Standards Market Insights - Global, December 2019 20
MUA-backed brands are going strong
P. Louise Makeup
60%
Treatments may be threatening traditional skincare, but cosmetics are still getting plenty of buzz. mom repeat conversation growth
In particular, makeup artist (MUA) backed brands are gaining both attention & fans, suggesting they could be major players in 2020.
Laura Geller
Lash Box LA
30%
Charlotte Tilbury
0
30%
90%
yoy conversation growth (relative to beauty)
Bubble size represents posts per day Data Source: Social Standards Market Insights - Global, December 2019 21
Takeaways treatments Treatments are likely to be huge in 2020 and beyond. But traditional skincare and cosmetics brands shouldn’t lose heart...
creative offerings
How will 2020’s top Beauty trends impact your brand? Contact us for details on how well your products align with what’s hot and how to avoid investing in what’s not.
Creating offerings that pair well with semipermanent treatments—like cleanser that’s less damaging to lash extensions or soothing brow gel designed for use after microblading—help to ensure your place in consumers’ Beauty arsenal.
long-term results In addition, focusing on long-term results is a likely win. Consumers’ investment mindset means Beauty brands can protect their bottom lines by offering higher-priced products that deliver serious value.
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2020 Trends + Your Brand
Social Standards’ self-service consumer analytics platform & expert analyst reports reveal how well your products align with these and other key trends. Track leading market trends and explore opportunities for innovation & expansion. Analyze the segments driving brand growth & develop strategies to target new cohorts. Discover and explore emerging products & categories with strategic mass-market potential.
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Social Standards quickly became our go-to tool to derive real insights around our consumers as well as predict and validate emerging trends. Trust me, this is like no other tool you’ve ever seen. Paula Pontes, Former Senior Vice President & Global General Manager, GLAMGLOW
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