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 February 2017. The top performing companies for skincare mentions were Estée Lauder Companies (553 mentions), L’Oréal group (430 mentions) and Sönd Wellbeing Ltd (175 mentions). 

PR for skincare is largely driven through social media; delivering 55% of all skincare mentions, with Twitter being the main driving force. Whereas, traditional methods such as consumer magazines accounted for 18% of all skincare mentions, and online publications accounted for 19%.

Content Summary

Top 10 brands by mention – print

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

Despite their 26% decrease, Clarins was the most mentioned skincare brand across print in February 2017, with 25 mentions. 

A special mention should be given to The Organic Pharmacy brand. Through product promotion, it increased its AVE from £938 in February 2016 to £45,282 in February 2017. 

Top 10 brands by mention – online

Compared to 2016, online publications experienced a 12% decrease in PR mentions. The reduction in mentions is driving a decline in weight of coverage within online (229 pages in February 2016 compared to 166 pages in February 2017). In regards to AVE, online publications experienced a 27% decrease compared to February 2016.

Despite the AVE decline, Sanctuary Spa significantly increased its online AVE from £2,254 in February 2016 to £61,332 in February 2017. Interestingly, it received only 4 PR mentions across 0.4 pages of coverage.

Overall, Clinique led the way in online, with 36 PR brand mentions. Its PR strategy was to focus on the wide range of skincare products that it has, with 31 different skincare products mentioned in online throughout February.

Social influencer focus – Twitter, YouTube and Instagram

In February 2017, Twitter produced the most skincare PR mentions across social channels, delivering 1,518 brand mentions. YouTube followed with 476 mentions, whilst Instagram was the least utilised channel for this category with 456 mentions.

Zoella received the most engagement on YouTube, with 4,620,488 views and 230,270 likes for skincare mentions. In February 2017, Zoella’s most popular brands were Pixi and Becca. They each received 115,135 likes and 2,310,244 views. Zoella’s YouTube channel produced the most social AVE across all social platform generating £485,336 for the skincare category.

Wayne Goss's Instagram channel produced the most engagement with 75,926 likes for skincare PR mentions.