2025年护肤趋势解码-根据谷歌搜索和抖音的热门趋势报告（英文版）

SKINCARE TRENDS DECODED:JANUARY 2025WHAT’S POPULAR ACCORDING TO US GOOGLE SEARCH & TIKTOKSpate has recently introduced its proprietary Popularity Index (Pop Index), a tool designed to analyze how trends and brands perform across platforms while accounting for platform-specific growth. The index also identifies which platform—currently between TikTok or Google Search, with more on the way—drives a trend’s popularity. For instance, is the surge in collagen masks fueled by search queries or TikTok views?Our latest skincare report examines the trends shaping the category, taking a holistic approach by analyzing both TikTok and Google Search data through the Pop Index. K-beauty remains a dominant force, with brands like Anua and Medicube gaining traction, particularly on TikTok. Meanwhile, classic concerns such as dry skin remain top of mind for consumers on Google Search, alongside emerging interests in addressing less obvious concerns like marionette lines. Dive into the report to uncover the top trends driving skincare growth and identify emerging opportunities. To explore the Pop Index or gain deeper insights into evolving trends, book a free trial of Spate data today.Thank you, Olivier and Yarden, co-founders of SpateSKINCARE INSIGHTS: THE POPULARITY BREAKDOWNWHAT IS THE POPULARITY INDEX?SPATE’S PROPRIETARY POPULARITY INDEX3The Popularity Index combines data from digital platforms— currently including Google and TikTok— to show how popular a category or trend is.For example, looking at the graph on the right, the trend for “Toner” in the US grew by 41.7% over the past year.The index measures how “Toner” compares to all other beauty trends on these platforms.It adjusts for growth differences on each platform to accurately reflect the increase in popularity.The Popularity Index for “Toner” for US Google Searches & TikTok View in the US.0.0020.00150.0010.00050May 2021Sep 2021Jan202May2022Sep2022Jan2023May2023Sep2023Jan2024Which trends drive the most engagement?How do trends differ on Google vs. TikTok?What’s the overall trend health across platforms?Discover the beauty trends gaining the most traction and shaping consumer preferences.Understand which categories and brands are more prominent on US Google Search versus TikTok.Get a holistic view of trends across platforms, empowering better strategic decisions. 4WHY DOES IT MATTER?SPATE’S PROPRIETARY POPULARITY INDEXWHAT’S POPULAR IN SKINCARE?5SKINCARE CATEGORY 6According to the Spate Popularity Index, the Skincare category is growing by +7.9% overall across platforms. The Skincare category is expected to grow +3.9% in the next 12 months based on the popularity index.OVERVIEWYoY +7.9%Source: Popularity Index: US Google Search + TikTok Views from from Dec 2023 to Nov 2024 vs. Dec 2022 to Nov 2023Predicted Growth +3.9%Face products lead the surge in the skincare category, with a +191.4K increase in popularity. Face concerns closely follow, highlighting a growing demand for solutions that address key concer