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 skincare in August 2017.

This week’s report focuses on the PR performance of skincare brands across print, online and social channels in August 2017. We look at the year on year trends, displaying which skincare brands led the way in terms of mentions, earned media value (EMV) and social actions.

The skincare category is constantly developing and growing with new and exciting brands launching as well as innovative and revolutionary products. This report profiles Glossier and The Ordinary, both brands that have generated online and social coverage to create a buzz around their launch and with Glossier launching in October, we only expect this coverage to grow.

This report also presents a case study of high street retailer Boots. Boots is intrinsic to the British beauty Industry, for example driving popular content on YouTube such as “Boots hauls”. This case study focuses on Boots’ position within the industry as both a retailer for mainstream brands and as a brand owner.

Content Summary:

Burt’s Bees doubled the number of skincare PR print mentions year on year. In August 2017, 16 PR mentions were featured across 12 different print publications.

In August 2017, Caudalie, ranked 7th by EMV across print, online and social. The brand achieved £219,527 EMV, an increase of over £160,000 compared to July 2017.

As a result of the excitement and anticipation around Glossier launching in the UK in October, the brand achieved the highest number of Instagram likes in August 2017.

Ones to Watch:

In August 2017, across print, online and social combined, The Body Shop ranked 16th by EMV out of 635 skincare brands. In total, 37 different The Body Shop products were mentioned across the media in August 2017. The largest proportion of PR mentions (23) came from consumer print magazines. Whilst the second largest media type for PR mentions, YouTube, generated 65% of EMV worth £80,308.

Liz Earle Cleanse and Polish Hot Cloth Cleanser increased its PR mentions by 50% between July and August 2017. In this period, the cleanser increased from 12 to 18 PR mentions across print, online and social combined, having been featured by 15 different publications. This suggests the classic British beauty cleanser is building on it’s already established success within the skincare category.

EJStyle (Emma Hill) is an increasingly popular Social Influencer with a growing audience across her blog and social channels. Emma has 90k subscribers on her YouTube channel, as well as 321k Instagram and 6k Twitter followers. Emma has recently increased her beauty content, particularly across her YouTube channel and In August 2017, Emma generated skincare coverage worth £27,188 EMV in vlog style videos.

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