NORTH AMERICA | Beauty and Fashion CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) UNITED STATES OF AMERICA Milk Bath YOY growth* 1.4x 18-34 69% 91% 9% The Bath Is Back Female Male 35-54 23% Baths are moving back into the American As a part of this shift to customized care, 2018 2019 55+ 8% mainstream as people embrace different regular people are detailing their own bath forms of self-care. Celebrities are divulging time routines on social media, using it to show Q1 Q2 Q3 Q4 Q1 Q2 82 routines involving nightly milk baths, off their suds, their chill-out music picks and said to naturally exfoliate and soothe skin their products. Chill-Out Music 83 inflammation. And beauty influencers 84 As people continue to discuss their bath are touting, the benefits of temperature variation—switching water from hot to cold routines, “me time” is becoming an opportunity 1.1x YOY growth* 18-34 64% to activate the lymphatic system—and to connect. 59% 41% Female Male sharing DIY recipes that incorporate everyday 35-54 26% materials like sea salt into the soak. 2018 2019 55+ 10% Q1 Q2 Q3 Q4 Q1 Q2 Sea Salt 1.1x YOY growth* 18-34 23% 78% 22% 82 “What are the benefits of a milk bath, how do you take one, and is it safe?,” Healthline, February 26, 2019. Female Male 83 “The age of bathfluence,” The New Yorker, September 28, 2019. 35-54 50% 84 “The 2-minute shower routine that a derm and acupuncturist say will jolt you awake,” Well+Good, September 12, 2019. 55+ 27% Source unless otherwise stated: Facebook data, people ages 18+, US, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 31