Over the previous few years, customers have performed a deep dive on how one can handle their pores and skin and hair.
In 2020, in the course of the pandemic, we noticed many of us delving into academic skincare content material — desirous to know what precise substances work for his or her precise pores and skin kind.
Then, later, we noticed an identical motion within the hair care class the place many had been listening to substances that might be good (or damaging) for particular hair varieties, porosities, and extra.
This deep curiosity in skincare and hair care has not pale since. In actual fact, Traackr’s latest State of Affect: Magnificence report discovered that engagement with magnificence creator content material on social media is on the rise, when evaluating information from H1 2024 vs H1 2023. Extra particularly, the skincare and hair care classes noticed a +44% and +17% improve in engagements, and +49% improve and +37% improve in video views, respectively.
So what forms of tendencies are magnificence creators and their audiences concerned about?
Biotech Magnificence: Trending in Magnificence Influencer Advertising and marketing
One of many tendencies that has risen, and touched each skincare and hair care is biotechnology and bioengineered merchandise.
Whereas skincare content material obtained the biggest variety of mentions and engagements, haircare content material mentioning biotech noticed a lot bigger will increase throughout key metrics when evaluating H1 2024 vs H1 2023.
Skincare Content material Mentioning Biotech Phrases, Evaluating H1 2024 vs H1 2023
+74% activated influencers+69% mentions+22% engagements+8% video views
Among the skincare merchandise that had been most talked about amongst magnificence creators included Beekman 1802’s Biotech Vegan milk Shine-Free line, Odacite Derm-Restore Tremendous Serum, and Lancer Skincare’s Gravity Defying Moisturizer.
Hair Care Content material Mentioning “Biotech” Phrases, Evaluating H1 2024 vs H1 2023
+161% activated influencers, +169% mentions+382% engagements, +257% video views
Among the hair care merchandise that had been most talked about amongst magnificence creators included Perform of Magnificence’s SOS Biotech Powered Restore lineup, and K18’s AirWash™️ Dry Shampoo.
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