Yarden Horwitz can tell you whether a beauty trend is likely to last. She will still tell you that acting on it is a risk you have to be willing to take. Yarden is the co-founder of Spate, the trend forecasting platform she started in 2018 with Olivier Zimmer after the two of them built Google's Trendspotting division together. On The PIMS Influence, she takes Mike and co-host Ayla Anaya, President of PIMS, through how a trend gets classified, why consumers say one thing and buy another, what AI is actually changing about data work, and where longevity is pulling the beauty category. Before any of this was data, one fashion brand was sending people down Fifth Avenue to look at competitors' windows and sales racks, trying to guess what was selling and what was not. Yarden and Olivier thought Google search could answer that better. They built their first fashion trends report in 2014, launched it in 2015, and watched the New York Times run it on the front of the business section. That ...