Weather data integrated into search campaigns has became a factor in the past few years. Search marketers should also consider colors. Not just the colors of changing leaves in the fall months, but colors women search for in clothing and cosmetics like nail color, lipstick, and skin foundation. Believe it or not, fair-skinned women have trouble finding the perfect shade of makeup that can vary throughout the year. Women typically want lighter or softer hues in nail colors during summer months and darker hues from fall through winter. Skin foundation can get lighter in the winter months and darker in the summer. Data from Google released Thursday shows spikes on YouTube and the engine for different cosmetic colors depending on the time of year.
Searches for dry skin makeup peak in January, which searches related to glitter eye shadow peak in December and January. Red shines on Valentine's Day, as well as makeup tutorials on YouTube. Views of Valentine's Day makeup tutorials grew 13% this month in 2014, compared with the prior year. Searches for lipstick related to the color orange rise from March through June.
Prom season takes a back seat to Halloween makeup tutorials. Top searches about prom makeup are related to eye and dress color, and creating a natural look. Searches related to purple eyeshadow shades peak in April. During these months, Google begins to see an increase in bronze searches and pastel eye shades.
This year, YouTube searches related to prom makeup grew 76% in April 2014, and mobile searches rose 85%, compared with the year-ago time period. When wedding season hits in May, searches related to wedding hair and makeup skyrocket. This year, Google saw searches on YouTube related to wedding stuff rise 70%, compared with the same time last year.
Nail art videos on YouTube also skyrocket during these traditional wedding months. This year, searches for nail art-related videos on YouTube grew 35% compared with 2013. Searches related to waterproof mascara also peak in the summer. Searches related to oily skin makeup rose 18% year-on-year in August 2014.
Halloween videos accounted for 57% of seasonal makeup tutorial video views as of August 2014. Views of Halloween makeup content on YouTube grew 3.5-times in 2013 compared with 2012. While searches related to white makeup peak in October, searches related to red lipstick peak from October through December.
In November, moustache wax becomes a popular search terms in California, New York, Illinois, Texas, and Florida. YouTube searches related to Thanksgiving rose 77% in 2013, compared with the prior year. Searches related to gold and glitter peak in December. Popular searches for the month also include makeup brushes, and 56% of makeup-related searches on Google.com contained a brand name in 2013.