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 July 2017.

This week’s report looks at the PR performance of haircare brands across, print, online and social channels in July 2017. The report focuses on trends over time as well as identifying brands that have performed well against key metrics i.e. mentions, advertising value equivalent (AVE) and social engagement. 

Content Summary 

The top 10 haircare brands in the print and online haircare rankings are very similar, with well established, traditional haircare brands consistently dominating the charts. Conversely, new brands have embraced social media to promote their products and reach a wide audience. The opportunity to work with Influencers allows brands to generate coverage and quickly rise up the social rankings. For example, in July 2017, haircare brands such as KMS and 72 Hair have ranked in the social top 10, driven by influencer mentions. Furthermore, social influencer A Model Recommends (Ruth Crilly) has launched a successful haircare line, COLAB, which consistently generates social coverage, not just from Ruth herself but also from fellow influencers too.

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

Kérastase increased its print AVE by 73% year on year. This was helped by a full page feature by India Knight in Style – supplement to The Sunday Times on Kérastase Soleil Micro-Voile Protecteur worth £33,600.

Following the success of Sam McKnight’s own haircare range launching in June, the brand continued to generate online press coverage in July worth £54,760 AVE.

OUAI has continued to increase its dominance across social media, increasing its ranking from third in June to first place in July 2017 for PR mentions.

Social influencer focus – YouTube, Twitter and Instagram

InTheFrow is an ambassador for L'Oréal Paris. As part of this role, she collaborated with L'Oréal Paris to promote the brand through a paid for advertorial video campaign on YouTube. The video achieved 2,364 likes and was viewed 42,736 times worth £18,142 AVE.

A Model Recommends used her Instagram platform to show her new haircut and the products she uses to style it. This gained engagement from her following and infers the rapport influencers have with their following.

Lucy and Lydia generated the highest haircare engagement on Twitter due to a Boomerang style short clip swaying their newly dyed hair. The twins who share an Instagram account, credited L'OréalPro and hairdresser Paul Edmonds in their tweets, helping promote the brand by using the campaign hashtag #ColorfulHair.

Ones to Watch & Best Evolution –brand and social influencer

Between June – July, The Wet Brush increased its AVE across all media types combined from £9,552 to £71,982. In total, The Wet Brush received 19 PR mentions in July 2017 – the highest rate of coverage achieved so far and as a result, this was also the highest AVE the brand has achieved this year so far. Over a quarter of this AVE was due to a mention on dailymail.co.uk. 

Megan Gilbride is an increasingly popular blogger and social influencer. With a growing social following, Megan has over 41k Instagram followers, 19.8k Twitter followers and over 25k YouTube subscribers. In July, Megan featured different haircare products and tools in a hairstyle video on her YouTube channel. She also worked with Schwarzkof on paid for advertorial Instagram content to promote the brand.

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