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 January 2017. 51% of all fragrance mentions were across social media accounts, signifying the emphasis and resources fragrance brands put into their social PR campaigns. In January 2017, consumer magazines amounted to 18% of fragrance mentions. Online publications accounted for 13% of fragrance mentions. Whilst still a relatively low share, this was a 39% increase compared to January 2016. 

Content Summary

Top 10 brands by mention – print

• Jo Malone London was the most mentioned fragrance brand in print publications in January 2017, with 28 mentions. Their most mentioned product was Myrrh & Tonka Cologne Intense, which produced seven of its mentions.
• With 28 mentions, it is no surprise that Jo Malone London had the highest weight of coverage (1.6 pages). However, Acqua Di Parma, who only achieved 10 mentions, were close behind with 1.5 pages. This shows that Acqua Di Parma achieved excellent quality of coverage.

Top 10 brands by mention – online

• Jo Malone London also dominates online publications in terms of brand mentions. They achieved three times the amount of Diptyque who were second with 15 mentions. Again, Jo Malone’s Myrrh & Tonka Cologne Intense received the most mentions from the online channel (23). This indicates a significant PR push on this particular product from Jo Malone, which is represented by nine pages of PR coverage across online publications.
• However, the Guerlain brand achieved the highest advertising value equivalent by a significant margin. It achieved £177,054 across online in January 2017 whilst Jo Malone only achieved £33,280.

Social influencer focus – Twitter, YouTube and Instagram

• In January 2017, the Diptyque brand had the most engagement on Instagram, receiving 53,875 likes. Influencers Estée Lalonde and Kate La Vie produced the majority of these with 23,472 and 22,043 likes respectively.
• However, Jo Malone had the biggest presence on Twitter achieving 948 likes from 27 different social influencers, with Danielle Peazer driving most of the engagement (216 likes and 62 re-tweets).
• Viktor & Rolf received the most engagement on YouTube, in January 2017, with 48,107 likes and 917,103 views. TheStyleDiet (Anna Saccone) drove the majority of the engagement producing 24,023 likes and 487,333 views.

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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