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 eye make-up in January 2017. The top performing companies for eye make-up mentions were L’Oréal Group (418 mentions), Estée Lauder Companies (342 mentions), LVMH (224 mentions) and Anastasia Beverly Hills (150 mentions). At a brand level, Benefit dominated in terms of print PR mentions whilst MAC Cosmetics led the way across online channels. However, Anastasia Beverly Hills outperformed any other eye makeup brand across the three social channels of YouTube, Twitter and Instagram.

PR for eye makeup is largely driven through social media; delivering 59% of all eye make-up mentions. Whereas, traditional methods such as consumer magazines accounted for 17% of all eye makeup mentions, while online publications accounted for 16%. 

Content Summary

Top 10 brands by mention – print

Benefit was the most mentioned eye make-up brand across print in January 2017, with 30 mentions. Its most mentioned product was Benefit’s Brow Collection Goof Proof Brow Pencil, which delivered 8 mentions. Benefit also achieved the highest weight of coverage in January 2017 (2.6 pages) with 13 editorials with photo.

Top 10 brands by mention – online

Yves Saint Laurent achieved 19 PR mentions across 5.8 pages of coverage giving the brand an AVE of £10,340. Overall, MAC led the way in online, with 50 PR brand mentions. Its PR strategy was to focus on the very wide range of eye makeup products that they have with 30 different eye products mentioned in online throughout January. 

Social influencer focus – Twitter, YouTube and Instagram

In January 2017, Catrice.eu achieved the most likes on Twitter, receiving 385 likes through MakeupMonster.net’s competition. However, Urban Decay achieved the highest number of retweets (2,907) in January 2017. Supporting this high engagement was a social competition. Social competitions are a popular type of PR promotion that are being utilised by beauty companies on Twitter to drive brand engagement. 

Too Faced received the most engagement on YouTube, in January 2017, with 656,846 likes and 13,708,129 views. Zoella drove the majority of this engagement producing 615,896 likes and 12,775,752 views through her ‘My Makeup Collection & Storage 2017’ video.

Anastasia Beverly Hills had the biggest presence on Instagram achieving 578,068 likes across 15 different social influencers with Kaushal Beauty driving most of the engagement (258,336 likes). 

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 one of the many benefits of being a DIARY directory member is being eligible to receive a 20% discount!

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