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 cosmetics in July 2017.

This week’s report looks at the PR performance of cosmetic brands across, print, online and social channels in June 2017. The report focuses on trends over time as well as identifying brands that have performed well against key metrics i.e. mentions, advertising value equivalent (AVE) and social engagement. 

Content Summary 

In comparison to other categories such as fragrance, haircare, skincare and toiletries, cosmetics significantly outperformed its counterparts in terms of PR mentions and AVE in July 2017. This, in part, is due to the size of the category itself, with such a wide selection of brands and products. As such, cosmetic brands are competing against one another for page space and mentions. Therefore, those featured in this report deserve special recognition for their dominance within a tough field. 
Moreover, this report also highlights standout Influencers who have harnessed the power of social media to develop the role it plays within the beauty industry and specifically the cosmetics category. 

Brands ranked by cosmetic PR mentions across print, online and social media

Guerlain achieved a significant uplift in print PR mentions between July 2016 to July 2017. The brand almost doubled its mentions in July 2017, increasing from 20 to 39.

Dolce & Gabbana Alta Moda Fashion Show was the most mentioned event across online in July 2017. The brand received 16 PR mentions for a range of its cosmetic products used by models at the show.

Since its launch in May 2017, IT Cosmetics has consistently ranked in the top 10 brands for PR mentions on social.

Social influencer focus – Twitter and Instagram

Mona Lisa Adli received the highest number of retweets on Twitter in July due to a giveaway for the chance to win Benefit products.

In July 2017, Pat McGrath, Tanya Burr and Fleur De Force all used their Instagram platforms to promote their respective brands and products, achieving 816,370 likes.

Ones to Watch & Best Evolution – brand and social influencer

B. is for Beautiful is a vegan beauty brand. The brand has seen a growth in coverage over the past year. In print, the brand increased from 4 mentions in July 2016 to 22 in July 2017. This increase in coverage is in part likely due to the growing popularity of Veganism in the UK and particularly Vegan and Cruelty-Free makeup. In total, B. is for Beautiful achieved 33 PR mentions in July, across all channels worth £ 30,264 AVE.

Megan Ellaby is a popular Social Influencer who has 137k followers on Instagram and 17.4k on Twitter as well as 56k subscribers on YouTube. Megan is renowned for her fashion sense and has recently started to increase beauty content across her social channels. In July 2017, Megan’s YouTube channel generated £32,787 AVE for the cosmetics category from 5 different videos while in June 2017, Megan’s YouTube channel did not feature cosmetics mentions.