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 nails in June 2017. In this month, PR for the nails category was largely driven by Twitter, delivering 36% of all nail mentions. Consumer magazines followed with 23%, while national press accounted for 12%. Furthermore, year on year data shows consumer magazines experienced 18% AVE growth, while national press achieved an AVE increase of 60%. This was due to the total print space awarded to nails coverage increasing from 16.5 to 20.5 pages. 

Special mention goes to, Barry M, Chanel, Essie, Nails Inc and Sally Hansen all of whom featured in the top 10 brands across print, online and social for PR mentions. This suggests the brands are successfully implementing mixed media strategies.

Content Summary 

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

OPI ranked first for the three major print metrics: number of PR mentions, AVE and weight of coverage. In total, OPI achieved 3.3 pages of coverage across 16 different publications. This was worth £66,149 AVE.

Essie has consistently ranked as the most mentioned nail brand across online YTD. In total, the brand’s 116 mentions have been worth £219,859 AVE. The largest proportion (£42,550) came from dailymail.co.uk who featured Essie four times in Elsa McAlonan’s beauty column.

Lisa Eldridge mentioned the nail varnish brand Kure Bazaar twice in two different YouTube videos. As a result, the brand ranked first for AVE with a value of £74,23.

Social influencer focus – Twitter, YouTube and Instagram

The blogger The Nailasaurus is a popular nail artist who goes by the handle @thesamasaurus on Twitter and Instagram. She has over 114k followers on Instagram where Sammy regularly features a range of nail brands. She works collaboratively with brands on paid for advertorial content - this fits authentically with Sammy’s specialised nail content. 

One Nail To Rule Them All is an increasingly popular blogger who is famed for her nail art blog posts. One Nail To Rule Them All has also built a following on her social channels, particularly Instagram where she has over 67k followers. One Nail To Rule Them All features a range of nail products alongside her intricate nail designs on her social platforms. These popular posts drive social engagement, having achieved 6,469 likes YTD. 
 

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

Non-toxic nail varnish brand Nailberry experienced a 75% increase in PR mentions across print and online between June 2016 – June 2017. The vegan and cruelty-free nail products received over 1.5 pages of coverage worth £24,057 AVE. In June 2017, the brand achieved their best exposure yet, ranking in the top 10 brands in print. In order to build on their growing success, Nailberry could look to increase its social presence.

The launch of Orly x Muslim Girl #HALALPAINT created a buzz of excitement for its halal certified nail varnishes. This revolutionary concept received coverage predominantly across online, which celebrated the innovative nail varnish formulation. In total, the product has received coverage worth over £10,000 AVE this year so far.

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