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 fragrance across, print, online and social channels in November 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.

This week’s report highlights the impact of Christmas and the festive season on fragrance coverage within the media in November 2017. Across print, online and social media, fragrance products were popular within “Christmas Gift Guide” features. Also, within this report, we highlight examples of popular fragrance advent calendars and their success within the market. In particular, Jo Malone London and Diptyque’s luxury advent calendars both stood out in terms of number of mentions and AVE.

Content Summary:

 Across print, Chanel Gabrielle was the most mentioned fragrance product in November 2017.

In November 2017, the Jo Malone Advent Calendar 2017 was the most mentioned fragrance product across print, online and social combined.

Glossier You achieved the greatest EMV by fragrance product across social media in November 2017.

One to Watch:

Luxury fragrance brand Byredo, received 48 PR mentions across print, online and social media in November 2017, the greatest amount of coverage for the brand year to date. Between October and November 2017, Byredo increased by 16 PR mentions. Byredo is popular with Social Influencers, which helps drive the brands EMV. In November 2017, the brands’ greatest percentage of EMV was from YouTube, worth £28,115.

Tiffany EDP was first launched in September 2017. Since its launch, it has increasingly grown in PR mentions, achieving 18 mentions across print, online and social media in November 2017. Social Influencers such as InTheFrow and Niomi Smart both featured Tiffany EDP as part of their “Christmas Gift Guides” on their respective blog and YouTube channels. Altogether, Tiffany EDP coverage in November 2017 was worth £68,214 EMV.

Gemma London Life has been a long-time beauty blogger and Social Influencer. In November 2017, Gemma London Life ranked in the top 10 Social Influencers for engagement on her fragrance Instagram posts, achieving 1,865 likes between just 3 different fragrance brands. Throughout 2017, Diptyque was the most popular fragrance brand on Gemma’s Instagram channel achieving 1,939 likes between.

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.