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JANUARY2025
SKINCARETRENDSDECODED:
WHAT’SPOPULAR
ACCORDINGTO
USGOOGLESEARCH
TIKTOK
SKINCAREINSIGHTS:
THEPOPULARITYBREAKDOWN
SpatehasrecentlyintroduceditsproprietaryPopularityIndex(PopIndex),atooldesignedtoanalyzehowtrendsand
brandsperformacrossplatformswhileaccountingforplatform-specificgrowth.Theindexalsoidentifieswhich
platform—currentlybetweenTikTokorGoogleSearch,withmoreontheway—drivesatrend’spopularity.Forinstance,is
thesurgeincollagenmasksfueledbysearchqueriesorTikTokviews?
Ourlatestskincarereportexaminesthetrendsshapingthecategory,takingaholisticapproachbyanalyzingbothTikTok
andGoogleSearchdatathroughthePopIndex.K-beautyremainsadominantforce,withbrandslikeAnuaandMedicube
gainingtraction,particularlyonTikTok.Meanwhile,classicconcernssuchasdryskinremaintopofmindforconsumers
onGoogleSearch,alongsideemerginginterestsinaddressinglessobviousconcernslikemarionettelines.
Diveintothereporttouncoverthetoptrendsdrivingskincaregrowthandidentifyemergingopportunities.Toexplore
thePopIndexorgaindeeperinsightsintoevolvingtrends,bookafreetrialofSpatedatatoday.
Thankyou,
OlivierandYarden,co-foundersofSpate
SPATE’SPROPRIETARYPOPULARITYINDEX
WHATISTHEPOPULARITYINDEX?
0.002
ThePopularityIndexcombinesdata
fromdigitalplatforms—
currently
includingGoogleandTikTok—to
showhowpopularacategoryor0.0015
trendis.
Forexample,lookingatthegraphon0.001
theright,thetrendfor“Toner”inthe
USgrewby41.7%overthepastyear.
0.0005
Theindexmeasureshow“Toner”
comparestoallotherbeautytrends
ontheseplatforms.
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