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Tendances Beauté 2015

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Tendances Beauté 2015 Tendances beauté 2015 ÉDITION SOINS CAPILLAIRES (États-Unis) The image The image cannot be cannot be displayed. displayed. Your Your computer computer may not have may not have enough enough memory to memory to Introduction open the open the Chaque requête saisie dans la barre de recherche nous offre un aperçu de l'intention ou de l'intérêt particulier > de l'utilisateur. La compilation des recherches les plus fréquentes nous permet de fournir une représentation précise de la population des États-Unis et d'obtenir des informations précieuses sur son comportement. Dans notre rapport Google sur les tendances beauté, nous offrons aux responsables marketing, concepteurs de produits, stylistes, lanceurs de tendances et influenceurs la possibilité de tirer pleinement parti du big data. Avec ce rapport, nous souhaitons partager des données utiles pour la planification, en les associant > à une sélection pointue de styles capillaires qui, selon nous, peuvent devenir des tendances décisives. Nous sommes très heureux de vous transmettre cette étude et espérons recevoir de vos nouvelles très bientôt. Flynn Matthews, Principal Industry Analyst, Beauty Olivier Zimmer, Trends Data Scientist Yarden Horwitz, Trends Brand Strategist Crédit photo : Blind Barber (stylisme coiffure hommes), Meladee Shea Gammelseter (stylisme coiffure femmes), Andrea Grabher/Christian Anwander (colorations), Catface Hair (box braids et tresses vanilles), Maria Valentino/ MCV photo (couronnes de tresses africaines) Confidentiel et propriété de Google Méthodologie REQUÊTE Pour établir une liste exacte des tendances du janv. août janv. août janv. août secteur de la beauté, nous avons identifié les 2013 2013 2014 2014 2015 2015 requêtes les plus fréquentes pour cette catégorie, et étudié leurs volumes mensuels entre janvier 2013 et août 2015. Nous avons d'abord ReQUÊTe DÉSAISONNALISÉe écarté les variations saisonnières, puis nous avons mesuré la croissance annuelle, la rapidité et l'accélération pour chaque requête de recherche. Grâce à ces statistiques, nous avons pu classer les requêtes dans des tendances similaires. Nous avons ensuite sélectionné soigneusement les tendances les plus significatives afin d'illustrer les changements de comportement notables. CARACTÉRISTIQUeS DeS TeNDANCeS VELOCITY ACCeLeRATION GROWTH (YOY) Première partie Principales requêtes en hausse et en Baisse Deuxième partie Gros plan sur les thèmes les plus tendance Troisième partie Liste détaillée des principales tendances en matière de coiffure Catégories de tendances Afin d'identifier les principales tendances, nous avons classé les données recueillies dans six groupes distincts, en tenant compte de comportements Hausses Hausses Stars en similaires. Cette section fait une distinction entre > les tendances à suivre et celles à oublier. durables saisonnières puissance Baisses Baisses Stars en durables saisonnières déclin Confidentiel et propriété de Google Requêtes en hausse Hausses Hausses Stars en durables saisonnières puissance Ces tendances ont Ces tendances ont Ces tendances enregistré une explosé au cours saisonnières sont croissance régulière au des derniers mois susceptibles de repartir cours des dernières et ne devraient pas de plus belle. durer. années et sont des valeurs sûres. Requêtes en hausse Hausses Hausses Stars en durables saisonnières puissance coiffure afro bouclée coiffé-décoiffé couronne tressée chignon masculin balayage côtés rasés undercut chignon top knot boucles naturelles undercut femme tresse hollandaise cheveux bordeaux cheveux or rose dégradé mid fade high top fade tresse iroquoise Crédit photo : Meladee Shea Gammelseter (chignon top knot), Blind Barber (high top Fade et undercut femme) Requêtes en baisse Baisses Baisses Stars durables saisonnières en déclin Ces tendances ont Les requêtes Ces requêtes à la baissé régulièrement concernant ces mode ont atteint leur ces dernières années et tendances saisonnières maximum et ont déjà continuent de sont susceptibles de commencé à s'estomper. diminuer chaque année. diminuer rapidement. Requêtes en baisse Baisses Baisses Stars durables saisonnières en déclin chignon chaussette tresse épi plopping coiffure "scene" chignon banane cheveux arc-en-ciel frange balayée sur le côté demi-chignon cheveux pixélisés Crédit photo : Meladee Shea Gammelseter (chignon chaussette et tresse épi), Andrea Grabher/Christian Anwander (cheveux arc-en-ciel) Première partie Principales requêtes en hausse et en Baisse Deuxième partie Gros plan sur les thèmes les plus tendance Troisième partie Liste détaillée des principales tendances en matière de coiffure En détail Coiffure masculine Tresses Coloration Crédit photo : Blind Barber (dégradé afro), Meladee Shea Gammelseter (tresse sur le côté), Andrea Grabher/Christian Anwander (cheveux bleu clair) En détail Coiffure masculine Tresses Coloration Crédit photo : Blind Barber (dégradé afro), Meladee Shea Gammelseter (tresse sur le côté), Andrea Grabher/Christian Anwander (cheveux bleu clair) D Coiffure masculine U R A B LE Hausses S durables (1) (2) (3) dégradé afro (1) afro effilé raie sur le côté (2) S coupe déstructurée A I dégradé (3) S O high & tight N dégradé mid fade NI È undercut lissé vers l'arrière R E undercut S S T A R S Crédit photo : Blind Barber D Coiffure masculine U R A B LE Hausses S saisonnières coupe en brosse (1) high top fade pompadour (2) S A coupe effilée (3) I S O N N I È R E S (1) (2) (3) S T A R S Crédit photo : Blind Barber D Coiffure masculine U R A B LE S Stars en puissance coupe en brosse S (1) coupe césar A coiffure afro bouclée I S dégradé bas O N chignon masculin (2) NI È chignon masculin undercut R crête iroquoise dégradée E S coupe samouraï (3) S T A R S Crédit photo : Blind Barber (1) (2) (3) VS. CréditConfidentiel photo : et Blind propriété Barber de Google Principales tendances coiffure 2005-2015 Volume de recherche pour "raie sur le côté" Volume de recherche pour "chignon masculin" Le chignon masculin constitue une nouvelle tendance classée dans la catégorie des stars en puissance. Quant à la "raie sur le côté", elle figure parmi les expressions recherchées par les Américains ces dernières années, et sa popularité ne cesse de croître. Source : données internes Google, janvier 2005 – août 2015, États-Unis. Crédit photo : Blind Barber Le chignon masculin et les principales célébrités qui ont Recherches sur "chignon adopté ce style masculin" associées à : Même si Jared Leto a sans doute été la première célébrité à Harry Styles arborer le chignon masculin, cette coupe de cheveux est Jared Leto aujourd'hui associée à Harry Styles. Leonardo DiCaprio Dec 09 Mar 10 Jun 10 Sep 10 Dec 10 Mar 11 Jun 11 Source : données internes Google, janvier 2014 – août 2015, États-Unis. Associations définies par les expressions recherchées avec chaque coupe de cheveux. Crédit photo : Blind Barber La raie sur le côté et les principales célébrités Recherches sur "raie sur le côté" associées à : qui ont adopté ce style De nombreuses célébrités ont été associées à la raie sur le côté au fil des années, mais aucune en particulier n'a réellement inspiré ce style. Source : données internes Google, janvier 2013 – août 2015, États-Unis. Associations définies par les expressions recherchées avec chaque coupe de cheveux. Crédit photo : Blind Barber Principaux mots clés associés Chignon masculin Raie sur le côté comment faire dégradé comment se laisser effilé pousser les cheveux pour dégradé bas comment attacher dégradé haut styles court long man bun Monday barbe BuzzFeed dégradé à blanc chignon à clipser crête iroquoise dégradé mid fade La tendance du chignon masculin est toute nouvelle, et les recherches sur ce mot clé sont donc axées sur les didacticiels et les réseaux sociaux. Ayant atteint un stade de maturité plus avancé, la raie sur le côté est essentiellement associée à ses différents styles. Source : données internes Google, janvier – août 2015, États-Unis. Associations définies par les expressions recherchées avec chaque coupe de cheveux. Crédit photo : Blind Barber Le chignon masculin sur YouTube 4,1 millions de vues pour les cinq principaux didacticiels vidéo PRODUITS MIS EN AVANT : ● crème légère (fixation moyenne) ● cire sponge wax ● spray au sel ● poudre texturisante ● produit finition mate, fixation forte (cire d'abeille) ● spray de pré-coiffage (thermo-protecteur) Des produits variés sont associés à la tendance du chignon masculin. Source : données internes Google, janvier 2013 – août 2015, monde entier. Le classement des contenus dans la catégorie "vidéos de démonstration" est basé sur des données publiques (titre, balises, etc.) et peut ne pas prendre en compte tous les didacticiels vidéo disponibles sur YouTube. Crédit photo : Blind Barber La raie sur le côté sur YouTube 10,3 millions de vues pour les cinq principaux didacticiels vidéo PRODUITS MIS EN AVANT : ● pommade ● après-rasage ● gel coiffant (fixation forte) Les didacticiels vidéo consacrés à la raie sur le côté étant disponibles depuis plus longtemps que ceux portant sur le chignon masculin, ils ont enregistré un nombre de vues plus élevé au fil du temps. Source : données internes Google, janvier 2013 – août 2015, monde entier. Le classement des contenus dans la catégorie "vidéos de démonstration" est basé sur des données publiques (titre, balises, etc.) et peut ne pas prendre en compte tous les didacticiels vidéo disponibles sur YouTube. Crédit photo : Blind Barber Données géographiques Taille du cercle : elle est proportionnelle au nombre global de recherches relatives à la beauté. Chignon masculin Raie sur le côté Le nombre
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