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 cosmetic PR performance in September 2017 

This week’s report focuses on the PR performance of cosmetic brands across print, online and social channels in September 2017. We look at the trends, displaying which cosmetic brands led the way in terms of mentions, earned media value (EMV) and social actions.

The cosmetics category was the largest beauty category across the media, receiving the highest number of PR mentions, page space and EMV in September 2017. Yves Saint Laurent, M.A.C, Estee Lauder and Bobbi Brown all ranked within the top 10 brands for print, online and social. Furthermore, we detail the launch of Fenty Beauty by Rihanna exclusively available at Harvey Nichols and the immediate success it has achieved. In part, Fenty Beauty’s success was helped by Social Influencers who generated much hype for the brand across social media, particularly YouTube.

Finally, we also highlight examples of retailers who worked with Social Influencers in different capacities in September 2017. In some cases, this was on one off projects whilst others have built long term partnerships, which are expected to continue into 2018.

Content Summary:

Barry M ranked in the top 10 cosmetic brands across print in September 2017, achieving 45 PR mentions. The brands most mentioned product was Barry M Liquid Chrome Highlighter Drops.

In September 2017, Harvey Nichols was the most mentioned retailer in relation to cosmetics coverage across online. This coverage was driven by the launch of Fenty Beauty, which is exclusively available at Harvey Nichols.

Altogether, Fenty Beauty generated EMV worth £5,449,320 in September 2017. The largest proportion of EMV for Fenty Beauty came from YouTube.

Ones to Watch:

Whilst known primarily for fashion, ASOS has always been a source for beauty fans to purchase their favourite products with a wide variety of brands available on the online site. In September 2017, ASOS announced the launch of their own debut range of cosmetics products. Altogether, ASOS cosmetics generated coverage worth over £250k in September 2017 across print, online and social combined.

In September 2017, Laura Mercier Flawless Fusion Ultra Longwear Foundation ranked 11th out of over 3,000 cosmetics products across print, online and social combined.

Flawless Fusion Ultra Longwear Foundation achieved 24 PR mentions, from 20 different publications worth over £50,000 EMV. The largest proportion of EMV came from a feature on 24 Hour lasting foundations by Elsa McAlonan on dailymail.co.uk worth £14,545 EMV.

If these insights interest you, call for more information. You can gain access to My Market Insight's data for as little as £750 and DIARY directory Subscribers receive a 20% discount.

Leo Eckley, leonora.eckley@mymarketinsight.com / 020-8831 7570