Date Posted: Friday 20th April 2018
My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its weekly beauty insight today with a focus on UK and Ireland beauty and PR performance.
In this week’s report, MMI look at the PR performance for beauty brands in the UK and Ireland. They analyse print and online for PR mentions as well as social media for social actions. The beauty categories include cosmetics, skincare, fragrance, haircare, toiletries and beauty supplements.
Looking at February 2018, they focus on brands and retailers that have performed well and trends against key metrics such as mentions, earned media value (EMV) and social engagement. They share insight into which beauty category has performed particularly well and which products have seen an increase in PR mentions and EMV due to celebrity representatives as well as Social Influencers. This week’s report also presents festival beauty essentials – a selection of beauty products which are a mandatory for the festival season.
UK Brand Ranking:
UK Retailer Ranking:
UK YouTube:
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Content summary:
- (UK) In February 2018, M.A.C ranked first in terms of beauty PR mentions across print, online and social channels with 898 mentions. Compared to the same period last year, the brand’s beauty PR mentions have gone up by almost 50%. This result was mainly driven by Instagram, and Dominic Skinner, M.A.C’s Global Senior Artist in particular. He mentioned 82 different M.A.C beauty products across 77 Instagram posts, achieving a total EMV of £117,104
- (UK) Meghan Markle was the second most mentioned representative for beauty coverage across print, online and social channels with 58 mentions. This is not surprising given the upcoming Royal Wedding in May 2018, which is one of the most featured events in the media. Almost 50% of Meghan Markle’s mentions were generated by the online publications telegraph.co.uk and hellomagazine.com, with coverage focussing on wedding day makeup and hair styling ideas. The most mentioned product Meghan Markle was associated with was the Giorgio Armani Luminous Silk Foundation which received 10 mentions and an EMV of £14,818
- (UK) In February 2018, the ten-year-old Jack, known as makeupbyjack, ranked within the Top 10 of Social Influencers on Instagram. His makeup skills have earned him 431k followers who engaged in his makeup tutorial posts. Jack’s most liked product in February 2018 was the OFRA Beverly Hills Highlighter, receiving 85,860 likes and an EMV of £26,021, which made almost 70% of the product’s EMV in February 2018
- (Ireland) In February 2018, Benefit outperformed its competitors in terms of EMV with 241,516€. It ranked second in terms of beauty PR mentions in the brand rankings with 98 mentions, only to be outperformed by M.A.C with 124. Benefit’s result was driven by its Brow Collection Goof Proof Brow Pencil which was featured 28 times across print, online and social
Download this month's report here.
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Leo Eckley, leonora.eckley@mymarketinsight.com / 020-8831 7570.