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Using google trends for your skincare business
Hello everyone.
As a first time skincare founder i came across a lot of challenges some of which are slowly being resolved thanks to you all here. A friend of mine suggested tht i use Google Trends to determine whether my skincare products are in demand.I google for instance cleansing oil and the results were frightening; i jumped into the conclusion telling myself, this is def not a product i should invest my time and money in. @Perry taught me that google trends should always be used when comparing products to gauge whether that product is in demand or no compared to another prpduct. Have you ever used Google Trends and what are some of the ways you use from a marketing perspective to know that you have a product market fit?Thank you all for your contribution.
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16 Replies
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hi, we work with Mintel to analyze trends in the cosmetic industry / general trend analysis is Mintel.
Mintel: Global Market Research & Market Insight | Mintel.com
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I dont really understand this graph; so does that mean that people search more in general for cleanser than they search a cleansing oil in particular?
Also when people search for a cleanser; does it mean they go on google and type: CLEANSER? -
@Ghita37 - Great questions.
The graph shows you a comparison of the frequency of people searching “Cleanser” vs the frequency of people searching “cleansing oil”. So, yes, the graph gives you information about how often people literally type those words into the Google search engine.
Now, Google doesn’t tell you exactly how many times as this is proprietary information. They just show you a percentage of how frequently something has been searched compared to other days.
A 100% score would mean that is the most something has ever been searched on that day. So in that graph the highest point is somewhere in the middle. That could mean say 10,000 people searched for “cleanser” that day. Around that same time, it looks like “cleansing oil” was about 25% which would mean 2500 people searched for that.
Now, I’m just making up search volume numbers. It could be that 50,000 people searched or 1000 people searched. I do not know exactly. It just tells you relatively speaking, “cleanser” is searched for about 3 times more than “cleansing oil”
But this doesn’t necessarily mean that people are 3 times more interested in buying cleansers than cleansing oils. Google trends doesn’t tell you whether a search word is from someone just interested in learning about the topic or someone wants to buy the product. That requires more investigation by you.
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Hello @Gordof ; Thank you for your message.I read about Mintel and found other great research companies but due to the fact that im still a startup i cant afford to pay those huge companies; i dont have the budget for/Are you also a startup?
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So if cleanser is searched for three times more than cleansing oil this means that people in their research are not specifically looking for a cleansing oil they are just looking for a cleanser, correct?
Oh good point here; thank you.So the google trend doesnt tell me if a person does a research because they are merely interested or because they in fact want ti buy and have a need, right?
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Right. You have to find that out with other data
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Besides from Trends, you can also consider seeing some forecasts using the Google Ads Keyword Planner tool.
Though for research purposes, the platform of choice where your potential customers look for products can vary. Which is why it should be asked in your survey. Some people may search for products in social media platforms which won’t be tracked by Google.
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Ghita37 said:So if cleanser is searched for three times more than cleansing oil this means that people in their research are not specifically looking for a cleansing oil they are just looking for a cleanser, correct?
Oh good point here; thank you.So the google trend doesnt tell me if a person does a research because they are merely interested or because they in fact want ti buy and have a need, right?
we are a contract manufacturer in Switzerland but we are working with some startups in the cosmetic industry. Some Contract manufacturers if they develop a product or a line for you can give you this kind of information as part of the development process. Analyzing Trends, raw materials, and so on is part of the R&D/ Marketing corabolation at least for me.
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Dear @Gordof apologies for my late reply. Is it possible to have a zoom call with you at your earliest?
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Hello @jemolian, thank you for enlightening me on different front.
Here you saidBesides from Trends, you can also consider seeing some forecasts using the Google Ads Keyword Planner tool. How will this help me?
Though for research purposes, the platform of choice where your potential customers look for products can vary. Which is why it should be asked in your survey. Some people may search for products in social media platforms which won’t be tracked by Google. Oh you mean in my survey i should ask people where they search for cosmetics; is it on google, on facebook; on Instagram etc right?
Thank you so much -
Hello @Perry would it ever be possible to have a zoom call with you to discuss few points so as to avoid once and for all many misconceptions if you dont mind that?
Thanks a lot
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How will this help me?
You will know when you see if for yourself.
Oh you mean in my survey i should ask people where they search for cosmetics; is it on google, on facebook; on Instagram etc right?I believe i have mentioned that before.
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From concept to commercial scale, including product testing etc., takes like ~1 year. So if you use Google trends to define your next product by the time you launch it may be dated or other things may be trending. This is the issue I have with heavily relying on Google Trends (or other) for development strategy. Its great to help with the selection of a few marketing ingredients, but there has to be more thought and work behind the development process otherwise you will blend in with the millions of brands using the same strategy to develop. This is the reason why every brand now has an HA serum, and now developing mineral sunscreens. They’re trending.
What I recommend as a formulator for my clients is to define product scope and direction around things they love in combination with issues they’ve noticed in the industry. We then use this to create a theme, direction and to formulate. A good example of this is Rare Beauty- Selena Gomez has a disability, noticed that the majority of cosmetics are difficult to use with disability. She then created a brand focused on “clean beauty” (for health reasons) and packaging that caters to communities that are typically ignored. Rihanna, noticed that not all skintones were catered to in the makeup industry, created an all-inclusive brand. Neither of these brand approaches could be developed using Google Trends. This is how you develop. (1) things you like + (2) things you need + (3) things missing.
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To clarify my point- you shouldn’t only rely on Google Trends. You need data from multiple sources, and even then it may not make sense or may not give you the information you want. Sometimes the data isn’t clear, therefore you do have to be confident in what you’ve created. Not every product is for everyone, and not everything should be supported by Google Analytics.
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