April searches for clearer skin.
A look into the skincare category on Amazon show savvier customers using both chemical and natural ingredients in their search behaviors and mass market appeal for gender-neutral brands. Here are a few insights skincare brands can take note of this Spring.
Gender neutrality sees success with broader reach.
Witch hazel and rose were two of the most sought-after ingredients in the toner category, a behavior that’s largely driven by the growing popularity of Mario Badescu and Thayers’ gender-neutral brand of toners and astringents. Shoppers using gender-specific search terms for both men and women were especially attracted to Thayers’ emphasis on natural ingredients and apothecary feel.
The Thayers brand and packaging also managed to capture the attention of shoppers using more general terms like “toner”—not bad for a PDP donning a rustic portrait of a bearded man. From a competitive perspective, Thayers visually sets itself apart as an everyday medicine cabinet staple for all in a category that’s historically clinical- or female-focused.
Natural doesn’t always mean better.
In April’s search data, we also begin to notice the duality between chemical exfoliants against more natural-sounding ingredients in search terminology. This reflects an increasingly complex online customer journey—where shoppers conduct heavy research, peruse extremely detailed feedback in product reviews, and share experiences with others through platforms like Reddit.
For many, popular chemical compounds like BHA and AHA—ingredients with names that have the potential to sound as bad as “parabens” or “sulfates”—are the clearest path to perfect skin.
When we look at top branded searches in the beauty category as a whole, we see The Ordinary and Mario Badescu being searched more frequently than classic skincare staples like Cetaphil and Neutrogena.
Interestingly enough, The Ordinary’s most clicked product is their AHA and BHA Peeling Solution, a stark contrast from Mario Badescu’s most clicked product, a Rosewater and Aloe Spray. Both products contain popularly searched ingredients in other search patterns and further highlights the dissonance between chemical and all natural ingredients in skincare.
The massive elephant in the room.
It would be remiss of us not to mention how the COVID-19 pandemic has effected product search behaviors for the entire beauty category. Skincare brands selling face masks will have to tweak their keyword strategies as people scrounge to find the other kind of face mask—PPE or personal protective equipment.
With businesses closed and stay-in-place orders being implemented across the country, our search data also show Amazon shoppers looking for alternatives to their favorite salons and beauticians. Top searches for the beauty category show Americans making a bold attempt to try DIY haircuts, manicures, and (yikes) waxing.
Interested in learning how online shopping behaviors can inform your brand? Say hello.
