Key Takeaways from Google’s 2017 Beauty Trends Report

31 Jul 2017

Think With Google recently released a trend report compiling the top beauty-related searches from the US and other large markets, providing some valuable insight into global beauty trends. This type of intel should have the full attention of healthcare marketers everywhere as they’re trying to keep up with what’s popular in their industry—and what their customers will obsess over next.

The full trend report, Unmasking the Latest Skin Care Trends of 2017, is freely available to read, but if you’re looking for the highlight reel we’ve identified a few of the key takeaways that can elevate your practice or medical spa marketing strategy.


The searches for faces masks are trending up quickly and are making waves on YouTube. Masks are an experience for the senses, which means they naturally make for entertaining and educational video content.

Takeaway: Your potential patients are searching for information about face masks and watching videos to learn about other’s experiences. Google reports that there were a whopping 98 Million views of the top ten mask related videos, in the US, France, and Japan in 2016.

So if your practice offers skin care services, take advantage of this trend with video advertising! With video advertising,  you can place localized video ads for your practice in front of videos on YouTube and other popular online channels. Furthermore, you can target users based on the types of videos they’re watching e.g. beauty or skincare videos! Just think about all the eyeballs you could turn into new local patients with video ads highlighting your services and professional results, playing before these top-watched beauty videos. Below are some the top searched concerns and facemasks in the US in 2016.


The men’s skin care trend is demonstrating sustained growth and is likely to continue growing over the years to come.

Takeaway: If you offer skin care services, it’s time to create a male buyer persona for your medical spa or practice. The data featured in the report dispels the myth that women are the sole target for skincare, revealing an opportunity to capitalize on this emerging men’s skin care trend. To do this, explore social media and other marketing methods that will allow you to specifically target males that fit the ideal persona for your services and begin to incorporate more masculine visuals and messaging in your advertising to appeal to the new male market for skin care.  Top trending men’s skin care-related searches in the US include: men’s face wash, best face lotion for men, men’s facial soap, men’s face cream, men’s face moisturizer and facial cleanser for men.


As consumers become more health conscious they’re paying attention to the ingredients in their beauty treatments.

Takeaway: Practices and brands should take note of this trend as patients are looking for beauty treatments with more natural ingredients. In fact, searches for the vegan skin care category have grown by 83% year over year in the US. Capitalize on this trend by adding services that cater to these beauty naturalists and provide details about the products used during your services on your website.



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