“Toasty,” which reminds of the color of freshly baked bread, is a trend keyword for makeup, not food. Style commerce platform ABL said that demand for brown color cosmetics has increased due to the trend of “toasty makeup.” It is explained that the popularity of “toasty makeup,” which has emerged as a beauty trend this fall, continues until winter.
As a result of the analysis of Ably’s big data, the search volume for ‘tasty’, the key keyword of toasty makeup, increased by 123% year-on-year. The search volume for ‘beige’ and ‘brown’, the representative colors of toasty makeup, increased by 50% and 40%, respectively.
What color would match to achieve the perfect toasty? The trend of searching by combining brown colors with the desired item was also noticeable. The search volume of brown blushers increased by more than six times (516 percent), while that of beige blushers (211 percent) and nude blushers (151 percent) also increased by triple digits. The search volume of lip products such as brown lipstick (214 percent), nude lip (77 percent), and beige lip (42 percent) also increased.
‘Naming’s ‘Fluffy Powder Blush’ transaction value surged 203 percent compared to the same period last month, and beige option products such as ‘Kaya’ and ‘Tender’ were especially popular. During the same period, the transaction value of the ‘My Fave Piece Eyeshadow’ product launched by ‘Holika Holika’ targeting the toasty makeup trend rose 26 percent. The ‘Kong Kong Blusher’ product of ‘Etude’, which was pre-released through ABL on the 15th of this month, topped the list of all categories in ABL within a day of its release, and the calm nude tone ‘No. 4 Kongdak’ option was highly popular.
Fashion items with different colors matching the makeup color were also loved. The transaction value of brown coat increased sharply by 17 times (1,651 percent) year-on-year. The transaction value of brown pants increased more than three times (214 percent), while that of brown cardigan and brown jacket increased by 84 percent and 20 percent, respectively.
SALLY LEE
US ASIA JOURNAL
