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 across print, online and social channels in March 2017. The haircare categories are as follows; styling, shampoo, conditioner, salons, perms, and colourants. At a brand level, Bumble & Bumble achieved the most print PR mentions in March 2017. L’Oréal Professionnel outperformed any other haircare brand across online and social channels. However, L’Oréal Paris Colorista One Day Spray achieved the most PR mentions across all media channels (19). 

Content Summary

Top brands by mention – print

When compared to March 2016, there was a 14% decrease in PR mentions across print.

Bumble & Bumble was the most mentioned haircare brand across print in March 2017, with 86 mentions. Its most mentioned product was Bumble & Bumble’s Color Stick, which achieved 6 mentions. However, the most mentioned product across the print channel in March 2017 was Charles Worthington’s Everyday Gentle Micellar Shampoo (10 mentions).

Salon Science experienced a significant increase in print AVE from £8,411 in March 2016 to £43,925 in March 2017. This increase was driven by a photoshoot piece in The Sun, generating £34,869 AVE 

Top brands by mention – online

Compared to 2016, online publications experienced a 19% increase in PR mentions. Interestingly, online AVE decreased by 20% showing a decline in quality of online coverage for the haircare category.

However, Vernon Francois significantly increased its online AVE from £0 in March 2016 to £23,953 in March 2017. They received £23,944 from dailymail.co.uk for their Pure Fro Shampoo and Conditioner. 

Overall, L’Oréal Professionnel led the way in online PR mentions, with 40 brand mentions. Telegraph.co.uk delivered the most haircare PR mentions across the online channel (60 mentions). They mentioned L’Oréal Professionnel the most, contributing £7,082 of AVE for the brand.

Social influencer focus – Twitter, YouTube and Instagram

On Twitter, Estée Lalonde drove the most amount of likes for the haircare category, delivering 365 likes for the OUAI brand. Blogger Hannah Heartss delivered the most PR mentions on Twitter (106), contributing 36 mentions to the Lee Stafford brand.

In The Frow received a significant amount of engagement on YouTube, with 1,782,152 views and 82,378 likes for haircare mentions. In March 2017, her most popular brand was Redken (29,208 likes and 663,256 views). 

Lydia Connell’s Instagram channel produced 31,536 likes for haircare PR mentions. In March 2017, her Instagram account delivered an AVE of £9,479 towards the haircare category. 

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 DIARY directory Subscribers receive a 20% discount.

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