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 across print, online and social channels in March 2017. 

In March 2017, PR for nails was largely driven through Twitter; delivering 28% of all nails mentions. However, year-to-year there was a 17% decrease across all 3 channels with print experiencing a 30% decline. With that said, consumer magazines accounted for 27% of all nail mentions, whilst online publications and blogs accounted for 20%. At a brand level, Barry M achieved the most print and social PR mentions in March 2017, while Nails Inc. outperformed any other nail brand across online/blogs.

Content Summary

Top brands by mention – print

Barry M was the most mentioned nails brand across print in March 2017, with 18 mentions. Its most mentioned product was its Gelly Hi-Shine Nail Paint, which achieved 5 mentions.

However, the most mentioned product across the print channel in March 2017 was Orly’s Breathable Treatment+ Color (8 mentions).

Elegant Touch experienced a significant increase in print AVE from £156 in March 2016 to £27,784 in March 2017. This increase was driven by an editorial with photo in Glamour, generating £22,873 AVE.

Top brands by mention – online

Nailed London significantly increased their online AVE from £218 in March 2016 to £25,445 in March 2017. They received £23,945 from dailymail.co.uk for Nailed London Rosie Fortescue’s Gel Wear Polish.

Nails Inc. led the way in online PR mentions, with 19 brand mentions. Elleuk.com delivered the most mentions to the Nails Inc. brand with 4 ‘editorial with photos’.

Harpersbazaar.co.uk increased its nail PR mentions the most across the online channel, from 1 mention in March 2016 to 15 mentions in March 2017. They mentioned Kure Bazaar and Christian Louboutin products the most, contributing 1.4 pages of coverage to the nail category.

Social influencer focus – Twitter, YouTube and Instagram

On Twitter, Hannah Heartss drove the most engagement for the nails category, delivering 118 likes and 39 re-tweets. She also generated the most PR mentions on Twitter (74), contributing 16 mentions to Barry M’s Coconut Infusion Nail Paint.

Anna Gardner received a significant amount of engagement on YouTube, with 325,635 views and 9,900 likes for nails mentions. In March 2017, The Anna Edit’s most popular brands were CND and Chanel, achieving 206,598 and 119,037 views respectively. Her YouTube channel produced £33,649 AVE for the nails category.

Sammy Tremlin’s Instagram channel produced 2,273 likes for nails PR mentions. Her most liked brand was OPI, achieving 1,239 for OPI’s Fearlessly Alice.

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