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 across print, online and social channels in March 2017.

At a brand level, Chanel achieved the most print PR mentions in March 2017, while MAC Cosmetics outperformed any other cosmetic brand across online/blogs. However, Too Faced achieved the most PR mentions when considering all three social channels- Twitter, Instagram and YouTube. In March 2017, PR for cosmetics was largely driven through Twitter; delivering 24% of all cosmetic mentions. Interestingly, year-to-year there was a 31% increase across all 3 channels although print experienced a 14% decline. With that said, consumer magazines accounted for 16% of all cosmetic mentions, while online publications accounted for 20%.

Content Summary

Top brands by mention – print

Chanel was the most mentioned cosmetics brand across print in March 2017 although experiencing a 15% decrease, with 104 mentions in March 2017 compared to 123 mentions in March 2016. Its most mentioned product was their Rouge Coco Gloss, which achieved 12 mentions.

Lush experienced a significant increase in print AVE from £563 in March 2016 to £21,854 in March 2017. This increase was driven by a ‘mention with photo’ in The Sun, generating £11,655 AVE. 

Top brands by mention – online

MAC Cosmetics led the way in online PR mentions, with 121 brand mentions. Cosmopolitan.co.uk delivered the most mentions to the MAC brand with 11 ‘passing mentions’ and six ‘mentions with photo’.

Kat Von D significantly increased its online AVE from £1,033 in March 2016 to £41,727 in March 2017. Cosmopolitan.co.uk contributed the most AVE to Kat Von D with an article about the launch of their Everlasting Lip Liners, generating £13,650.

Social influencer focus – Twitter, YouTube and Instagram

Gina Box’s Instagram channel produced 3,164,888 likes for cosmetics PR mentions. Her most liked brand was Too Faced, achieving 530,596 likes which generated £161,458 social AVE.

Anna Saccone received the highest amount of engagement on YouTube, with 17,698,529 views and 989,592 likes for the cosmetics category. This was achieved through 79 product mentions, with BareMinerals achieving the majority (38 mentions).

On Twitter, Zoella drove the most engagement for the cosmetics category, delivering 10,687 likes and 1,135 re-tweets.

My Market Insight delivers to the beauty industry, a PR and Communications business tool that can track any brand in the market across print, online and social media. 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