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 haircare in April 2017. 

In April 2017, PR for the haircare category was largely driven through consumer magazines; delivering 24% of all haircare mentions. Online closely followed with 23%, whilst Twitter accounted for 15%. Therefore, the majority of PR for the haircare category is driven through print and online. This demonstrates a different media mix to that of other beauty categories such as cosmetics who are more inclined to leverage social platforms.

Content Summary 

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

• Bumble & bumble achieved 78 mentions across the print channel in April 2017. This was largely driven by the ‘photoshoot’ PR driver, which contributed 58 PR mentions to the brand
• Lee Stafford achieved a large boost in AVE from £659 in April 2016 to £26,040 in April 2017. This was driven by an ‘editorial with photo’, which appeared on the 7 April on the independent.co.uk.
• Primark’s Gold Detail Hair Straighteners achieved the highest product AVE across social media. This was driven by Emily Canham’s YouTube video ‘Testing out £10 Primark Hair Straighteners'.

Social influencer focus – Twitter, YouTube and Instagram

• Emily Canham received the highest amount of social engagement on YouTube, with 1,122,531 views and 43,820 likes for the haircare category. This was achieved through a total of 4 haircare mentions, which produced £116,987 social AVE
• Lydia Millen’s Instagram produced 109,087 likes for her haircare PR mentions. Her most popular brand was GHD, achieving 84,204 likes which produced £25,055 social AVE
• On Twitter, Estee LaLonde produced the most likes for the haircare category. Her most liked product was COLAB’s Sheer + Invisible Dry Shampoo, with 213 likes

Ones to Watch & Best Evolution – brand, product and social influencer

• Becky Sheeran increased her YouTube views for her haircare mentions from 107,846 in March 2017 to 270,907 in April 2017. This boosted her social AVE from £ 11,284 to £28,188.
• Year on Year data shows that Cloud Nine experienced a significant increase in print AVE from £2,908 in April 16 to £10,168 in April 17. This growth was driven by a photoshoot by Mikey Phillips in OK! Magazine, which generated £5,660 AVE

My Market Insight provides media intelligence and eCommerce analytics to the Fashion and Beauty industry. Our platform enables PR & Marketing and Sales and Pricing teams to monitor and evaluate their campaigns and promotional investments. Our data offers a total market view covering all companies, brands, lines and products within your industry. We help you build the most effective media and online sales strategies.

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