Pinterest beauty predictions for 2023 that impact fragrance industry creative teams
January 14, 2023
Pinterest recently announced its ‘Pinterest Predicts 2023’ report to reveal the trends they believe will rise this year based on global search data, (analysis period Jul 2018 to Jun 2022).
In the last three years, 80% of their report predictions have come true and with a base of 400 million users per month that’s a big data pool to draw from!
Below are the trends that will have the most impact when fragrance marketers are looking at trend drivers to share with the fragrance development teams and application development technologists.
Pinterest Trend: Chance of Showers
No bath? No problem. 2023 will be all about the elevated shower routine. Gen X and Boomers will turn rinsing into a ritual in the year ahead, searching for shower bombs and home spa bathrooms.
Behind the trend
Spa-like showers will replace long soaks in the tub thanks to a global push towards water conservation and the need for increased floor space. With Gen X and Boomers looking for more accessible ways to create a spa-like bathroom experience, it’s no wonder ritual rinses are on the rise.
Key Data
Shower routine aesthetic +460%, Amazing showers walk in +395%, Shower bomb +90%, Home spa bathroom +190% and Doorless shower ideas +110%.
TrendAroma Trend Notes
Shower bombs are up in search volume and look similar to bath bombs – they just soap up under the shower, rather than in the bath, to create a cleansing mousse style wash. Lush have 3 currently – Sleepy, Not Sleepy and Comfort Zone.
Another trend for spa-like showers are shower steamers.
Shower steamers have been growing in popularity – Bath & Body Works have been selling them for a few years and I spotted some recently in the new bath and body collection from Cosy Aromas.
Waterless beauty products definitely lend themselves to showers – so maybe some fragrance development for new body wash powders with elevated benefits which can hit the trend for wellbeing, the eco-conscious consumer and rise of a new style of multifunctional product demand all in one go.
Pinterest Trend: Crown Care
If you want to get a head start on hair care in 2023, go back to your roots. “Skinification,” or a focus on the scalp and crown of your head, will be a priority this year. Searches from Gen X and Boomers show an uptick in care for the scalp, like “scalp treatment” and “clean scalp.” This is your chance at a root revival. Now, who wants a scalp massage?
Behind the trend
Skincare has dominated the beauty sector in recent years. But with all the global stress that’s impacted us from head to toe, it’s no surprise that scalp care is exploding. This shift has resulted in a slate of new products inspiring people to develop multi-step self-care routines for their scalps.
Key Data
Scalp massage techniques +55%, Clean scalp +55%, Scalp treatment for dry scalp +70%, Natural hair mask for growth +80% and Clean scalp build up +45%.
TrendAroma Trend Notes
The hair care market growth is fairly epic and continues to be a huge area of innovation and inspiration. People are willing to spend on creating healthy hair, but considering the economic issues globally I think prestige hair care may take a bit of a downturn as consumers turn to cheaper mass brands. On the plus side a great opportunity for those brands. I think one of the main drivers for scalp products will be; ingredients. From sea moss to lemongrass consumers will be looking for products that deliver the benefit and tick the box for both interest and fabulous scent!
Pinterest Trend: Gemini Hair
Geminis don’t have to choose—your hair shouldn’t have to either. In 2023, two-toned tresses will take off more than ever. Gen Z and Millennials are behind this rising trend in hair colour that mixes natural hues with bright blues, purples and pinks—“blue and black braids” and “lavender and blonde hair” are on the up. Two is always better than one, just ask the Gemini in your life.
Behind the Trend
All that time in masks got people thinking about ways to express themselves beyond traditional makeup. Non-traditional hair color is an accessible means of self-expression that stands out even when you’re masked up. It’s a mini rebellion against not feeling seen for so long, and it feeds into people’s desire for authenticity.
Key Data
Blue and black braids +215%, Lavender and blonde hair +150%, Pink and lavender hair +345%, Brown to pink balayage +280% and Multi tone hair colour +135%.
TrendAroma Trend Notes
Okay, firstly I really want pink hair. This will be the year I swear. Secondly this new trend adopter/hair care consumer will need new shampoos, conditioners and hair care rituals to care for multi-coloured, frequently dyed hair. More genderless ranges, but for goodness sake no more purple shampoo.. please! Fragrance profile wise I’m seeing cherry based ranges. A note pretty much universally loved and well appreciated by the TikTok fragrance community!
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