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 UK and Ireland's most PR Progressed haircare brands in 2018 - looking at 20 brands who have performed particularly well this year by growing their media presence across all media platforms. Focussing on the haircare category, they outline how the brands have achieved such a rapid increase in media coverage and what media outlets and retailers are supporting their media strategy.

My Market Insight analyses the performance of these brands against key metrics such as PR mentions, earned media value (EMV) and social engagement.

The top 10 for the UK are: Davines Haircare, evo hair, IGK Hair, Josh Wood, Kevin Murphy, label.m professional haircare, Mark Hill, Oribe, SACHAJUAN and Hair by Sam McKnight.

The top 10 for the Irish market are: Aussie, Boots, COLAB Dry Shampoo, Denman, JOICO Haircare Products, Kevin Murphy, Living Proof, Oribe, OUAI Haircare and Sachajuan.

UK Retailer Support:

UK Year on Year Brand Progression:

UK YouTube Influencer Support:

Content Summary: 

• (UK) In the period between January to 1st September 2018, Oribe ranked first in the brand rankings for haircare PR mentions across all media types (print, online and social). It received 645 mentions, which is a 58% year on year increase. Most of the brand’s coverage came from consumer magazines, including ELLE and AnOther Magazine. 75% of their coverage was categorised under the ‘Photo Shoot’ driver which achieved an EMV of £149,451
• (UK) Mark Hill was the most liked haircare brand on Instagram in 2018 so far. 14 products were featured by 13 different Social Influencers with coverage receiving a total of 217,846 likes. The brand’s most popular product was the Heat Protection Spray which was mentioned by 3 Social Influencers, including  Ling Tang. Her coverage achieved an EMV of £16,835
• (Ireland) The National Press generated the majority of haircare EMV for our 10 selected brands in Ireland. 34% of that EMV was generated by Life Magazine, the supplement to the Sunday Independent. The publication mentioned 8 different haircare products such as Aussie Haircare’s 3 Minute Miracle Shine Deep Treatment and the Beach Shape Texturizing Finisher by Joico

Download this month's report here. 

If these insights interest you, call My Market Insight 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.

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

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