Focus on color: a snapshot of French and American beauty trends

Spate’s latest report reveals the specific behavioral traits emerging from each market. Based on their latest: Hair & Makeup Trends Report for France & the USA (July 2022), Cosmetics has identified Inspiration & Creation three major takeaways:

The emergence of warm red shades for hair coloring

Warm reds dominate changes in search volume in both countries. In France, searches for red hair increased +2.0K. The increase in searches for burgundy follows immediately at +1.3K, followed by maroon (+1K) and copper (+0.7k). While red is the warmest color for French consumers, the growing interest in babylights (+1.1K) also indicates a desire for subtlety. Similarly, in the US, red hair is the most searched hair color with a volume increase of +213.4K. Red is followed by copper (+36.2K), maroon (+35.8K), ginger (+32.3K) and red highlights (+29.0K), all in the top ten.

In both countries, consumers are using more nuanced search descriptions to find their desired hair color, often searching for different colors in addition to red hair, showing a growing desire for tonal colors with dimension and depth – as well as suggesting a desire for individuality.

As Cosmetics Inspiration & Creation noted in the previous report on the US/France skincare market, French consumers tend towards the classics — and the hair color category is no exception, with L’Oréal being the most searched for brand. On the other hand, US consumers appear to be more receptive to challenger brandssuch as oVertone Haircare (+1.4K), Adore Hair Color (+350) and Creme of Nature (+260), which stand out as the brands with the highest search volume increased last year.

Lipstick in the spotlight

Lipsticks rank high in search volume increase in both countries (+14% in France, +37.5% in the US). Unsurprisingly, second quarter 2022 lipstick sales in the US are up +28% according to NPD.

According to Spate, abrasion and gloss top the list for French consumers (+1.7K and +1.1K), while gloss (+35.2K) and lasting (+16.1K) rank highest for the US.

Interestingly for a country so defined by its love of the classics, magic/colour-changing lipstick is a rising category for French consumers, entering the top three most-wanted benefits with +770 year-over-year increase.

Eyeliners are shifting from classic to contemporary

Searches for eyeliner are up +8.9% in France and +11% in the US. While white and brown eyeliners command total search volume in both areas, blue eyeliner is also growing on the consumer radar (+230 in France and +19.1K in the US). Green also breaks through in the US at +12.5K, with classic black dropping to third for both countries.

The Cosmetics Inspiration & Creation analysis

French consumers are slowly moving away from the classics and are showing a growing interest in trendy, contemporary colors and formulations. The increase in searches for more niche lipstick benefits (such as ‘color-changing’, ‘waterproof’ and ‘transparent’) offers opportunities for brands to inspire with innovative new concepts.

What is emerging is a shift towards more expressions of individuality, evidenced by the growing search for nuanced hair colors and bolder eyeliners.

Download the full report here.

Cosmetics Inspiration & Creation will explore these trends in detail at the upcoming MakeUp in New York event, where Leila Rochet, the agency’s Chief Inspiration Officer, will be joined by Olivier Zimmer and Addison Cain van Spate to discuss the key global drivers driving the hunger for pleasure and individual expression.

Beauty Talk #2 – Joy-Care – Beauty in the name of fun

September 14, 3:30 – 4:15 pm in the Beauty Agora

MakeUp in New York, September 14 & 15, 2022 at River Pavilion – Javits Center, New York.

Focus on color: a snapshot of French and American beauty trends

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