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 haircare 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.

The largest proportion of haircare coverage in 2017 was from consumer magazines, delivering 6,054 PR mentions; 28% of the categories coverage. Conversely, as we have similarly seen with other beauty categories such as fragrance and skincare, YouTube delivered the biggest proportion of EMV for the haircare category, worth 47% yet generated just 7% of haircare PR mentions.

Top 10 brands across print publications ranked by PR mentions:

Content Summary:

Style - Supplement to The Sunday Times generated the greatest print publication EMV for the haircare category in 2017.

In 2017, Guido Palau, Global Creative Director for Redken, was the most mentioned haircare representative across online.

GHD (Good Hair Day) was the most liked haircare brand on Instagram in 2017, receiving 101,959 likes.

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

In 2017, GHD was the most mentioned haircare brand. In total, GHD received 955 PR mentions worth £1.7 million EMV across print, online and social media combined. GHD’s most popular product was GHD Platinum Styler, which received 79 mentions. In terms of print coverage, GHD outperformed its competitors, not only achieving the greatest number of PR mentions but also experiencing a 17% increase compared to 2016 whilst many brands declined.

Since it was first mentioned in the media in 2016, Dyson Supersonic Hairdryer has consistently generated coverage. In 2017, Dyson Supersonic Hairdryer was the most mentioned haircare product across print, online and social media, receiving 174 PR mentions. Dyson Supersonic also generated the second greatest haircare product EMV, worth £305,812, the largest proportion of which was from independent.co.uk

In 2017, Man For Himself (Robin James) emerged as one of the UK’s leading male Social Influencers, with Robin’s content featuring male style and grooming. Robin’s haircare content on YouTube ranked 3rd for views and received over 190,000 likes in 2017. Also, Robin ranked in the top 7 Instagram accounts for haircare, generating over 23,000 likes. Across his different platforms, Robin’s most featured product was Aveda Thickening Tonic, generating 34 mentions.

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