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 January 2017. The top performing companies for haircare mentions were L’Oréal Group (401 mentions), Estée Lauder Companies (179 mentions) and ghd (84 mentions). At a brand level, L’Oréal Professionel dominated in terms of print and online channels, while Mane ‘N Tail outperformed any other haircare brand on social channels. 

Haircare brands PR activity primarily derives from consumer magazines and social media. Consumer magazines account for 27% of all hair care mentions, while social media accounts for 26%. Online publications accounted for 19% of hair care mentions.

Content Summary

Top 10 brands by mention – print

L’Oréal Professionel was the most mentioned hair care brand across print in January 2017, with 72 mentions. Their most mentioned product was Serioxyl Denser Hair Serum, which produced 7 of their mentions. Despite not featuring in the top 10 most mentioned brands, Percy & Reed’s Perfectly Perfecting Wonder Cleanse & Nourish achieved the highest AVE value of £15,758 (Stylist magazine). The brand Johnny’s Chop Shop was the only haircare brand to achieve a full feature in January 2017 gaining £14,700 in AVE from GQ magazine (see below). 

Top 10 brands by mention – online

L’Oréal Professionel led the way in terms of mentions in online publications, with 25 mentions. At a product level, Oribe’s Dry Texturizing Spray achieved the most mentions in January 2017 (7).

Compared to 2016, online publications experienced a 23% decrease in PR mentions. The reduction in mentions is driving a decline in weight of coverage within the online channel (82 pages in January 2016 compared to 58 pages in January 2017).

Social influencer focus – Twitter, YouTube and Instagram

TheStyleDiet (Anna Saccone) received the most engagement on YouTube, with 1,536,887 views and 82,172 likes for hair care mentions. Orofluido’s Hair Oil was her most popular product gaining 18,480 likes and 342,283 views. Sprinkle of Glitter's Instagram channel produced the most engagement with 40,107 likes. As previously mentioned, this was for the COLAB brand who predominantly use social channels to promote their brand (32 social mentions). On Twitter, Danielle Peazer drove the most amount of engagement for the hair care category delivering 1738 likes and 451 retweets.

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.