SEE SPATE @ BEAUTY ACCELERARTE LA:🌴☀️ Beauty Accelerate is making its LIVE Los Angeles debut March 6-7, 2024 at the Millennium Biltmore hotel, featuring expert talks, networking opportunities, and a boutique exhibition of concept products and services from leading ingredient, packaging and contract/turnkey manufacturing partners. 👉🏽 Register now to set your beauty innovation agenda.
TikTok beauty trends can often feel ephemeral and volatile, coming and going in the blink of an eye, but a new analysis from Spate covering three years of data (October 2020 to October 2023) shows that these concepts often track closely with Google search data, pointing to opportunities to harness both platforms.
"The Lifecycle of a Trend: Google & TikTok" notes that "trends surpassing 50 posts on TikTok are more likely to gain traction on Google search" and that, historically, the platforms' activity has mirrored one another on trends such as sunscreen sticks, summer blond hair, hair wax sticks, face bronzer sticks, maskne and headband wigs.
Effectively understanding the relationships between the platforms and how trends manifest on each can allow brands to make long-term plans, rather than simply chasing the latest TikTok fad.
- For seasonal trends, consumers tend to do research on Google and then show off their techniques on TikTok. This insight can inform marketing to target beauty enthusiasts at the two different stages of their trend journey.
- Long-term trends tend to feature strong activity across both platforms and often spawn more fleeting sub-trends on TikTok, per Spate, as seen with bronzer sticks and the latte makeup trend.
- When trends decline, brands can monitor falling activity across TikTok and Google to understand the wider shifts impacting the change in behavior, as seen with the relationship between diminished mask wearing and resulting deemphasis on maskne concerns.
Olivier Zimmer, CEO of Spate, noted, "Brands should pay attention to declining trends as much as rising trends to foster a reputation of awareness and adaptability. Brands can also use this awareness to diversify their offerings and mitigate risks, especially under uncertain economic conditions. By incorporating search and TikTok trends into their insights stack, brands can see rising, declining and flat trends at the awareness and intent portion of the marketing funnel, preceding sales for a leg up on the competition."
Zimmer added, “We are thrilled to unveil our discovery that the data trends between TikTok and Google, spanning a three-year timeframe, are remarkably more similar than we initially perceived. Our ability to draw this revelation stems from the meticulous comparison of extensive data across both platforms. With these insights, brands now have a new tool to fortify their long-term strategies, unlocking the potential for a deeper understanding of consumer behavior and paving the way for strategic leverage in an ever-evolving digital landscape.”
Spate @ Beauty Accelerate
Technology is reshaping beauty, both for consumers and for brands. During a special dual briefing—"Digitizing Beauty Product Development" and "Using Generative AI to Enhance Market Research"—experts will outline the impacts on actionable trend forecasting and efficient, effective product innovation.
First up, Spate co-founder Yarden Horwitz will present a look at accessible, actionable data and insights for brands based on more than 20 billion search signals and more than 40 million TikTok videos.
Collectively, this data helps brands discover the next big trend, monitor competition and finesse product positioning.
Uniquely, Spate is leveraging generative AI to usher in a new era of market research by enabling the review of vast data sets in a shorter time frame.
This innovative approach empowers companies to rapidly adapt to consumer behavior, tailoring their strategies with precision and gaining a competitive edge in the fast-paced market.
Next up, Jessica Abrams of Summer Fridays, Dana Lucas of The Good Face Project and Mackenzie Zoppi of Bluebird Climate will discuss new digital tools for product development, enabling brands to innovate quickly in line with sustainability and clean beauty targets.
Collectively, these experts will illustrate how new digital tools, changing workflows and much more can support rapid, consumer- and influencer-winning innovation, even among modestly sized brands.
➡️Be sure to register now for the best rates!
Set your innovation agenda @ Beauty Accelerate
🧴Consumers are testing the limits of beauty innovation like never before. Bringing physical, digital, and even psychological product experience expectations to the forefront of the competition in an always evolving beauty market. At Beauty Accelerate, experts from various perspectives in Marketing and R&D will present relevant solutions to attendees looking for ways to stay in the current of the competition.
💄To inspire and equip R&D and brand marketing innovators to rise to the challenge, Beauty Accelerate will connect the dots among emerging cosmetic technologies, market and retail trends, and supply chain innovations through discussions with newsmaker brands and retailers, data/analytics from leading insight firms, on-trend R&D education, and networking opportunities with some of the industry’s rising stars and established thought leaders.
Put education into action
Imagine the possibilities while exploring the Beauty Accelerate expo! Connect with industry peers in the expo hall to exchange ideas on the latest technologies and concept products, while also broadening your network of supplier and manufacturing contacts, and product development resources. Exhibitors will be showcasing new products and innovations throughout the expo.
➡️Be sure to register now for the best rates!
