New York City beauty analysts Spate has identified growing interest in protective skincare from consumers in the United States.
The market research firm, which analyses internet searches, said protective is currently the top-growing searched-for benefit alongside skincare.
Searches for protective skincare have grown 101.9% in the last 12 months, it said.
“This growth aligns with the increasing concerns about the skin barrier, which has seen a YoY growth of +22.7%,” said a spokeswoman.
“Brands should capitalize on this trend by positioning their products as protective for the skin barrier, utilizing strategies such as SEO, packaging, and “today I’m going to share with you guys how this barrier repair cream changed my life” influencer content.”
The Spate spokeswoman added: “With the rise in searches for pollution and sun damage in skincare, brands should take the opportunity to highlight a product as protective against common concerns, a la Drunk Elephant’s viral D-Bronzi Anti-Pollution Sunshine Drops — where were you during the great New York smoke haze of 2023?
“This anti-pollution product not only protects against smoky air, but also offers a bronze tint — searches for bronzing alongside skincare are up 62.4% year on year.”