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 June 2017. In this month, haircare was the 3rd largest category for PR mentions across print, online and social combined, following the cosmetics and skincare categories. However, in terms of AVE, haircare ranked 5th achieving £ 2,296,599 - this was an 11% increase compared to May 2017.

Special mention goes to L'Oréal Professional, GHD, Redken, Kerastase and Aveda, all of whom feature in the top 10 brands across print, online and social. This infers the brands are successfully implementing mixed media strategies.

Content Summary 

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

L'Oréal Professionnel was the most mentioned haircare brand across print. This result was helped by 24 salon-only product photoshoot credits by 15 different hairstylists including Guy Kremer who is an ambassador for the brand.

27 different representatives were credited across online for the haircare category. The most mentioned was Sara Sampaio, who generated 4 mentions for Moroccan Oil, for whom she is the “face of brand”.

As well as being the most mentioned brand across social, ghd (Good Hair Day) Limited Edition V Amber Sunrise Styler achieved the greatest product AVE, worth £28,514.

Social influencer focus – Twitter, YouTube and Instagram

Pixiwoo (aka Sam Chapman) led the way in terms of haircare engagement on Instagram. The popularity of Sam’s haircare posts generated £14,342 AVE and 92,231 social actions. 

Fleur De Force and Kate La Vie ranked top for haircare likes on Twitter. Both used the platform to link to content on their YouTube and Blogs respectively. This suggests influencers are driving engagement by using the platform as a hub to connect followers with further content.

Garnier and Estée Lalonde collaborated on a Paid for Advertorial campaign, endorsing the Garnier Ultimate Blends haircare range. Estée’s "A Home Day" video was watched over 219k times and generated 5,421 likes.

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

The launch of Sam McKnight’s Hair range created great excitement in June, particularly across online and social. The launch of the legendary hairstylist’s own products received a positive reception, both in terms of mentions and social actions. In total, including brand mentions, the brand generated over £44,000 worth of AVE across print, online and social.

Man for Himself (Robin James) is an increasingly popular male blogger who has a loyal following across his social channels. Robin has over 146k subscribers on YouTube, 16.8k followers on Instagram and just over 7k on Twitter. In June, Robin was in the top 5 YouTube influencers based on engagement for the haircare category. Robin featured 15 different haircare brands and generated 12,579 likes.

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