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 PR performance of skincare across, print, online and social channels in 2017. The report focuses on trends throughout the year as well as identifying brands that have performed well against key metrics i.e. mentions, earned media value (EMV) and social engagement.

In 2017, fragrance received 8% of all beauty PR. It followed larger categories, cosmetics, skincare and haircare for PR mentions yet was the 3rd largest category in terms of EMV, ahead of haircare and toiletries. Fragrance EMV was worth £39 million or 6% of the total beauty market. Based on the average number of mentions per media type, the largest proportion of fragrance PR mentions (45%) came from online titles. Whilst YouTube created just 6% of all fragrance PR mentions, it generated 36% of the category’s EMV.

In 2017, print and online fragrance coverage was strongly supported by a “face of fragrance campaign” strategy, which helped drive coverage through features and interviews in the media.

Top 10 brands across print publications ranked by PR mentions:

Content Summary:

Year on year, Gucci increased their print PR mentions by 120%. This coverage was driven by the brands 2017 fragrance launch, Gucci Bloom, which itself received 57 print PR mentions. 

Emilia Clarke, face of Dolce & Gabbana The One, was the most mentioned fragrance representative across online in 2017. 

In 2017, Viktor & Rolf achieved EMV worth £388,868 across print, online and social, 71% of which was generated through YouTube.

2017 Standout Performance (Brand, Product and Social Influencer):

In 2017, when looking at the fragrance market, special mention must be credited to Jo Malone London who significantly outperformed its closest competitors. Jo Malone achieved the greatest number of PR mentions across both print and online in 2017, receiving almost 10% of the fragrance category total mentions. Jo Malone also generated the greatest EMV by fragrance brand across social media, receiving £1 million more EMV than its next competitor.

In July 2017, Chanel unveiled Gabrielle EDP, the first new scent from the fashion house for 15 years. Chanel is famed for its classic fragrances and unsurprisingly, Gabrielle, named after “Coco Chanel” herself, generated a buzz of excitement. Chanel Gabrielle was the second most mentioned fragrance in 2017, achieving 177 PR mentions. This coverage was worth £357,788 EMV across print, online and social combined.

Lydia Millen has become one of the UK’s leading beauty Social Influencers, across all markets, not just fragrance. Across YouTube, Lydia was led only by Zoella in terms of engagement for fragrance content, achieving 392,973 likes. Also, Lydia’s Instagram account ranked 3rd for fragrance social actions. Lydia also worked with fragrance brands on paid for advertorial content across her social channels, generating EMV worth £31,243.

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