Cosmetics trend analysts Spate has reported growing US interest in face tightening that reveals consumers are looking to tighten up through the use of skin products and/or procedures.
The New York City outfit said there are 23,800 searches on average every month in the US for ‘face tightening’, up 20% since last year.
“Your skin begins to mature, meaning that it may not be as tight as it once was. When it comes to achieving this effect, consumers are open to any cream, serum, face mask, or mask as long as it tightens the skin,” it added.
“Look to popular ingredients searched alongside skincare like copper peptides (+109.6% YoY), polypeptides (+27.1% YoY), and alpha lipoic acid (+6.8% YoY) to entice consumers with ingredients they know and are searching to achieve an effect they want.”
Spate said searches for treatment, laser, procedure, and massage indicate consumers are not just looking for products to tighten their skin/face but are also searching for face tightening treatments or procedures.
“The growth in popularity of this trend suggests that consumers are willing to do whatever it takes to hold onto a snatched look. However, it’s important for brands to remember to tackle this gracefully as there has been a lot of controversy around the term anti-aging over the past couple of years,” it added.
“How can your brand stand apart and innovate without villainizing wrinkles or sagging for those that don’t mind them?”