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 PR performance in October 2017.

This week, our report looks at the PR performance of fragrance brands across, print, online and social channels in October 2017. The report focuses on trends over time as well as identifying brands that have performed well against key metrics i.e. mentions, earned media value (EMV) and social engagement.

Within this report, we highlight examples of room fragrance products that stand out amongst a category that is more renowned for its classic wearable fragrances. Whilst candles have always been popular, a noticeable trend during October 2017 was the increased coverage of room fragrance products, in particular, ‘pillow sprays’, which help with getting to sleep. This coverage was particularly evident across online and social whilst print media remained focused on traditional wearable fragrances. As an example, we profile a case study on This Works, the front runner in the growing room fragrance product type. We highlight the success of the brands popular scents to aid with sleep.

Content Summary:

In October 2017, Jo Loves ranked within the top 10 print brands for PR mentions, increasing by 225% from 4 in October 2016 to 13 PR mentions.

Miller Harris increased from 9 PR mentions in September to 35 in October 2017. This increase was driven by online coverage where the brand ranked as the 3rd most mentioned fragrance brand.

This Works Deep Sleep Pillow Spray was the joint most mentioned product on YouTube in October 2017

Ones to Watch:

Viktor & Rolf Flowerbomb Scented Candle was the fourth most mentioned fragrance product across print, online and social combined in October 2017. The brands popular fragrance was created into a candle and first mentioned in the media in October 2017. The coverage generated was all from Social Influencers across YouTube, Instagram and Twitter. Altogether the candles EMV was worth £24,417, over half of which was from Amelia Liana in a YouTube vlog.

Camille Charrière is a popular Social Influencer with 9K Twitter and 612k Instagram followers, alongside her popular blog camilleovertherainbow. In October 2017, Camille was the second most liked Instagram account for fragrance PR mentions due to a post featuring Byredo Tree House candle, which received 6,485 likes worth £1,956 EMV. 

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.