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 May 2017. 

This week’s report focuses on the PR performance of cosmetics brands across print, online and social channels in May 2017. It has looked at the year on year trends, displaying which cosmetics brands led the way in terms of mentions, advertising value equivalent (AVE) and social actions. 

In May 2017, PR for the cosmetics category was largely driven through Twitter; delivering 27% of all cosmetics mentions. Online publications followed with 19%, while consumer magazines accounted for 17%. Despite this, year on year data shows consumer magazines experienced a 25% decline while national press suffered a decrease of 42%.

Content Summary

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

• NARS Sun Wash Diffusing Bronzer achieved £36,829 AVE. This was driven by a full-page product review by India Knight in The Sunday Times Style Magazine.
• Marc Jacobs Beauty saw the greatest increase across online, achieving 44 mentions in May 2017 compared to 8 in May 2016.
• Bobbi Brown’s Tinted Eye Brightener earned the highest social AVE. This was driven by  2 mentions from Zoe Sugg’s YouTube channel, which generated £372,600 social AVE.

Social influencer focus – Twitter, YouTube and Instagram

• Zoe Sugg received the highest social actions on YouTube, with 49,876,206 views and 2,632,350 likes for the cosmetic category. This was achieved through a total of 27 cosmetic PR mentions, which produced £5,258,284 social AVE.
• Gina Box’s Instagram channel produced 1,964,279 likes for her cosmetics PR mentions. Her most liked brand was Tarte, which achieved 341,035 likes and generated £98,155 social AVE.
• Too Faced achieved the highest AVE on Twitter. A tweet by Lovely Girly Bits earned 440 likes and largely contributed to the brand’s Twitter AVE of £240

Ones to Watch & Best Evolution – brand, product and social influencer

• Kate La Vie’s YouTube channel experienced a significant growth from 4 PR mentions in April 2017 to 21 in May 2017. This was driven by her video ‘Beauty Haul & GRWN’ which mentioned 10 products and achieved 21,921 views and 518 likes. Subsequently, Kate’s social AVE rose to £58,808 in May 2017 from £5,334 in April 2017.
• The announcement for the L'Oreal Paris x Balmain Paris collaboration on the Limited Edition Color Riche Lipstick created a buzz online in May. The 8 PR mentions generated £22,507 AVE, Stylist.co.uk contributed the majority with £11,924 from one “news” mention.

 My Market Insight provides media intelligence and eCommerce analytics to the Fashion and Beauty industry. Our platform enables PR & Marketing and Sales and Pricing teams to monitor and evaluate their campaigns and promotional investments. Our data offers a total market view covering all companies, brands, lines and products within your industry. We help you build the most effective media and online sales strategies. 

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