🗞️SKINCARE NEWS

Scalp Health Revolution: How Beauty Brands are Innovating for Healthier Hair

This HAPPI article discusses the rising trend of scalp health as a key focus within the beauty industry, highlighting innovations like oily scalp treatments and electric scalp massagers. Here’s a quick summary:

• Consumers are increasingly prioritizing scalp health for stronger, healthier hair, driving brands to explore innovative products beyond traditional haircare📈

• There’s a 34.6% year-over-year growth in searches for oily scalp treatments, with common queries focusing on best treatments for oily and dandruff-prone scalps🧼

• Scalp care is booming on TikTok, with hashtags like #oilyscalp and #scalptreatment generating millions of views, creating visibility and driving demand for scalp-focused products👀

• Consumers are not only interested in products but also in in-person scalp treatments, with scalp spas seeing 64.8% growth on TikTok and 1.8 million average weekly views on TikTok✨

• Electric scalp massagers have gained popularity, with a 447.4% increase in search interest, driven by consumer association with hair growth and improved scalp health🔥

• TikTok Shop offers a lucrative platform for scalp care products, with most products in this category eligible for commission, making it attractive for influencer partnerships💎

Navigating the Shift: How Omnichannel Search is Shaping the Future of Beauty Product Marketing

This article explores recent research from digital content agency Greenpark, which uncovers the critical role of omnichannel search in the beauty and personal care industry. Here’s a quick summary:

• 83% of consumers buy skincare products after an online search, with similar high purchase rates for makeup (80%) and haircare (76%)🛍️

• In this study, Google was the most used search engine for beauty products (57%), but YouTube (45%) and social media platforms like Instagram (39%) and TikTok (33%) are gaining traction in beauty searches🔍

• Generational Preferences:

  • Gen Z prefers TikTok (58%) and YouTube (55%) for searches📱

  • Millennials use Google (55%) and also use YouTube (50%) and Instagram (48%)🤳

  • Gen X heavily relies on Google (64%)🧑‍💻

• Content Types Matter:

  • Consumers use Google for general product information (47%)📝

  • TikTok and Instagram are the go-tos for tips and hacks (35% and 31% respectively)✨

  • YouTube is preferred for product reviews (30%)📈

• AI chatbots like ChatGPT are used by 10% of consumers for beauty searches, with men more likely than women to adopt this technology👤

• Brands must adopt a cross-platform approach to effectively capture diverse audiences and meet them where they search🚀

🔥TRENDING TIKTOK & INSTAGRAM SOUNDS

Here are some trending sounds on Instagram and TikTok that can be used with “text on screen” videos or as background music for educational content🔥

📈SKINCARE BESTSELLERS

^{*The bestseller lists are dynamic and can change in real-time. The bestseller lists are compiled on Monday mornings.}

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Thanks for reading the DermFriends Newsletter. Stay tuned for more updates, tips, and trends next week!