The annual Pinterest 100 report predicts the top trends of the new year, based on the search-and-save activity of the previous 12 months. With a significant year-on-year increase in traction and showing a strong upward trend in the final three months of 2016, the image-sharing site’s top beauty predictions for 2017 are as follows:
- No-Heat Hairstyling: Searches and pins for natural hair increased by 35% in 2016 and also rose by 188% for shag cuts, signalling a general trend for no-heat hairstyling tips and looks. Accessories brands will benefit from developing wraps and bands that help consumers achieve a styled look without heat, while cosmetics developers should consider the value of styling products that work effectively with nothing more than an air-dry.
- Braided Top Knots: Where crown braids ruled braided pins and searches on Pinterest in the past, braided top knots now garner more traction – with engagement up 125% in 2016. As braids remain a continuing catwalk trend (see S/S 17: Hair), more complex and intricate styling will inspire online tutorials and the development of assistive tools.
- Ash Balayage: The popular balayage hair-colouring trend is updated with ashy, dull and grey tones, acknowledging the unrelenting popularity of grey and silver hair looks.
- Multipurpose Beauty: Do-it-yourself (DIY) cheek and lip stains, eye and lip sticks and multipurpose powders point to a consumer desire for pocket and purse-friendly beauty products. New launches that offer eye, lip and cheek colour cosmetics in one will smash sales targets.
- Cut-Crease Eye Make-Up: This popular Instagram look will inspire consumers to DIY their own tools to apply this precision eye shadow. Brands should take note – templates and angled packaging for eyeliner and shadow product will attract make-up junkies.
- Microblading: The continuing beauty focus on brows has driven an interest in brow-boosting treatments such as microblading – a less permanent, less painful form of eyebrow tattooing. With more treatments requested in 2017, brands can expect cost-effective products and services that mimic the thickening, microblading effect to pique interests.
- Trendy Ingredients: The charcoal mask is another suggested avenue of growth, as the buzz and Instagramability of face masks continues to inspire consumers. Jojoba oil commanded similar attention for its skin and hair hydrating properties in 2016 – suggesting future success for buzzy beauty oils.
- Chrome Nails: The chrome nail trend – where metallic powder is pressed onto the nail for a perfect mirror finish – exploded on social media in 2016. According to Pinterest, searches and pins increased by 50% every month since the summer. We predict 2017 to be the year beauty brands focus on high-end metallics for colour cosmetics.
- Cold Showers: Cold showers, or ending a shower with a blast of cold water – thought to benefit the skin, hair, metabolism and immune system – was a big search for Pinterest users. If consumers are taking up this habit, brands could explore product concepts designed to work more effectively in cold water, or improve the benefits of cold-water showering.
For more beauty trends, see Most-Googled Beauty Queries of 2016. Also keep an eye out for Beauty Product Projections 2017, going live on January 9.