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 fragrance in April 2017. The fragrance categories are as follows; female, male, unisex, body spray, room fragrance e.g. candles, oils and room sprays.

In April 2017, PR for the fragrance category was largely driven through Twitter; delivering 27% of all fragrance mentions. Consumer magazines accounted for 23%, while online publications accounted for 13%. However, year on year data for April shows that print experienced a 9% decline and online/blogs also declined by 18%.

Content Summary

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

Jo Malone was the most mentioned fragrance brand across print although experienced a 59% decrease, with 35 mentions in April 2017 compared to 86 mentions in April 2016.

Guerlain significantly increased their online AVE from £455 in April 2016 to £13,743 in April 2017. This growth was driven by a piece in www.hellomagazine.com about the face of Guerlain, Angelina Jolie which states that Mon Guerlain EDP was ‘inspired by the actress’.

Viktor & Rolf’s Flowerbomb Bloom EDT was the most mentioned product on social media with 24 mentions and £38,510 social AVE.  Freddy Cousin-Brown gave the most AVE to Viktor & Rolf’s Flowerbomb Bloom EDT (£16,285), through her video ‘Get Ready With Me For Work’.

Social influencer focus – Twitter, YouTube and Instagram

In April 2017, Twitter produced the most fragrance mentions across all social channels, delivering 519 brand mentions. Instagram followed with 283 mentions, while YouTube was the least utilised channel for this category with 101 mentions.

Kate La Vie's Instagram channel delivered 28,589 likes across her fragrance PR mentions. Her most liked brand was Diptyque, achieving 18,564 likes which subsequently generated £5,527 social AVE.

Emily Canham received the highest amount of engagement on YouTube, with 1,503,708 views and 67,129 likes for the fragrance category. This was achieved through 7 fragrance mentions, producing £157,920 social AVE. 

Ones to Watch – brand, product and social influencer

Vilhelm Parfumerie were first mentioned in the media in February 2015, achieving just 2 mentions across the print channel in that month. In April 2017, Vilhelm Parfumerie achieved 5 PR mentions generating £5,983 print AVE.   

Escentric Molecules’ Escentric 01 was first mentioned on social media in January 2017 and has consistently performed well month-to-month in terms of social AVE. Since January 2017, Escentric 01 has achieved a social AVE of £182,536, with mentions from Zoella and The Anna Edit.

Emily Canham’s fast growing YouTube channel delivered 7 fragrance PR mentions in April 2017 compared to 2 mentions in the previous three months. In turn, she generated £157,927 of social AVE in April, with Yankee Candle and Oliver Bonas being her most popular brands.

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