Posted on: 16 December 2019
How treatments have changed in the last decade
In an industry where treatments come and go in quick succession, there have been plenty of popular treatments that have shot to popularity, especially in recent years.
We’re taking a look at some of the popular beauty treatments over the last two decades that grabbed the attention of consumers, using data from Google Trends to see how often these treatments were mentioned since 2009.
How interest in treatments have changed
A treatment that was designed to have a long lasting effect on taking the frizz out of hair. During the treatment, hair would be soaked in a solution for a period of time, which would coat hair, before being blow-dried and straightened. If done properly, the treatment could ensure frizz-free hair for up to three months.
According to Google Trends, keratin treatments started to become popular in 2009 reaching peak interest in 2011, however, since then, interest has grown, but has also made seasonal dips, usually around December and January, where perhaps consumers look for other treatments for party season.
As the name suggests, lash extensions are designed to give eyelashes more length or volume. The treatment can be performed in a variety of ways, from curling to fake extensions, but because of the length of time and cost of the treatment, sometimes up to £350 for a set, can be a time consuming and expensive treatment.
Google Trends data showed that reviews of lash extensions have been on a stable increase since 2004, peaking as recently as 2017, but have started to decline in 2019. The practice has shown growth, so offer deals or discounts on this treatment to keep interest up at your business.
Pastel hair colours
Pastel hair colours, also known as candy-coloured hair, are hair colours that tend to be very bright and bold. The colours are usually as bright as possible, with pinks, blues and greens being amongst the most popular.
Google Trends showed that interest in pastel hair colours really took off around September 2011, where interested grew year-on-year, again around the summer months. Although search volume has dropped since 2018, people may still be looking for styles to change their summer look so be prepared to offer these colouring treatments around the summer months.
What treatments are on the rise?
Microblading is a relatively new treatment that offers a semi-permanent treatment to give fuller looking eyebrows.
The treatment is performed similarly to tattooing, where needles are used to colour the skin pigment after incisions have been made.
Google trends showed that UK interest in microblading as a topic started in late 2014, but it really took off late in 2016. Interest has stayed fairly high since, dipping seasonally towards the end of each year before picking up again; a trend which looks to continue in 2020.
Dermaplaning is a treatment that has become popular, especially after regularly featuring on Instagram.
Dermaplaning is where a beauty therapist will shave their clients face with a sharp scalpel, which removes dead skin and peach fuzz to give skin a brighter, smoother effect.
The treatment showed early signs of interest in 2017, but really took off in March 2019.
A lash lift is a treatment used to give eyelashes a long-lasting, larger upward curl.
The treatment is performed by combing lashes into place and applying an adhesive solution which will act as a shield whilst holding them in place. A further layer of adhesive is them put on to hold the lashes in place.
Google Trends confirms that interest in this treatment began in 2017, with search interest for lash lifts starting to rise from December 2018 onwards.
How to keep up with trends
It can be hard to know where the next trend will come from and how to keep up with all of these treatments that are coming and going. Take a look at these tips on how you can offer the latest treatments to your clients.
Follow social media
Social media is probably now the best way of keeping up to date with the latest beauty trends. New styles, treatments and beauty equipment appear all the time on Instagram, and because it focuses on highly visual content, you can see exactly how treatments are performed to gauge whether or not you want to introduce these treatments to your salon.
Continuous learning and development
By keeping an eye on the treatments that your local training providers are advertising, not only can you be one of the first to find out about the treatment, you can also be one of the first to be trained to carry out the treatments safely. Take a look online or with your local training college to find out about training.
Subscribe to Magazines and industry publications
Now probably seen as “the old fashion way”, but regularly reading through trade-specific magazines or even publications such as Cosmopolitan or Elle can help you keep up with the latest beauty trends. You can also keep up with news on their websites or through their social media sites, such as Facebook, Twitter, or as we mentioned earlier, Instagram.
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