If Facebook Chatter Is Any Indication, This Will Be the Next Big Beauty Trend

Plus, what men and foodies can't stop talking about

For the past couple months, Adweek has worked with Facebook to look at chatter about topics that are on the cusp of blowing up on the social network, giving marketers an idea of what the next big consumer trends will be.

In the latest installment of our series, Facebook said women can't stop talking about beauty primer. Chatter about the product increased 4.8 times between June 2015 and 2016, and had a particularly large spike (1.2 times) between May and June.

For the uninitiated, primer goes on underneath makeup and allows for a smoother, longer-lasting application. Other popular terms were "BB Cream," "concealer" and "eye shadow," according to Facebook. The findings should help beauty brands tailor their creative and media buying.

What men are talking about

Meanwhile, men can't stop talking about science, or what Facebook calls "do-it-yourself biology." A string of geek-related chatter has popped up on our chart for several months. In May, "modern physics" was a topic to watch, and "educational entertainment" was a growing trend back in April.

Science-related chatter has grown 31 times on Facebook over the past year and is closely aligned with keywords like "genome," "biotechnology" and "do it yourself." Meanwhile, posts related to the "history of the Internet" has grown by nine times in the past year and is associated with phrases like "age of enlightenment," "broadcasting" and "iPhone 7."

And is shrimp the new hot food trend? Facebook's research suggests so, and it's associated with words like "avocado," "baked potato" and "BBQ."

Facebook claims all of these topics have been growing for the past year and likely will continue to. And it says 80 percent of the buzzy topics it identifies turn into trends. 

Other burgeoning topics this month include photomontages—pictures created with multiple photos—and sashiko stitching, a traditional Japanese form of stitching used for embroidery and quilting.

The six charts below give a detailed look at which topics (and associated keywords) marketers should zero in on based on growth over the past year.