According to an article by WWD, 2020 data from Label Insight - which aggregates search data from Amazon - has revealed consumers are searching for new ways to stay clean.
When it comes to format, foam cleansers have proven wildly popular, gaining almost 100,000 searches for the third quarter. This grew from a volume of more than 36,000 in the previous quarter.
However, the category remains smaller than its runner-up, cleanses for acne, which boasted just over 60,000 searches for the same period. Other top attributes includes the likes of ingredient highlights, such as those containing aloe, silicone or tea tree oil.
The research also unveiled consumers’ skin types. For instance, combination skin grew more than 15,000% from the previous quarter. Glycolic acid outranked the other emerging trends in relation to search volume, despite only 150 cleansers meeting the category’s criteria.
Below are the top cleanser search attributes and top emerging trends, ranked by search volume.
Top attribute search trends, ranked by search volume:
1. Foam
2. Acne prone
3. Contains tea tree oil
4. Aloe ingredients
5. Contains silicone
Top emerging search trends, ranked by search volume:
1. Contains glycolic acid
2. Pineapple ingredients
3. Combination
4. Alcohol-free
5. No rinse
BD recommends the following cleansers: Azclear Foaming Wash, Essano Vitamin C Brightening Gel Cleanser, CeraVe Hydrating Cream-to-Foam Cleanser, Sukin Naturals Brightening Radiance Gel Cleanser, Clémence Organics Refining Cleanser, Bioré® Daily Detox Cleanser and Clarins Gentle Foaming Soothing Cleanser.
