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 beauty and PR performance. 

In this week’s report, MMI look at PR mentions for the skincare category in the UK and Ireland. They analyse print and online for PR mentions as well as social media for social actions. The skincare category is the second biggest beauty category after cosmetics and includes face care (non-medicated), body cream and lotions, lip salves, tanning, hand care, skincare gift packs, male face care, sun care, face care treatment, skincare hardware and baby care products.

Looking at March 2018, they focus on brands and retailers that have performed well and trends against key metrics such as mentions, earned media value (EMV) and social engagement.

This report highlights a clear trend for non medicated face care products in March 2018. Light and easily absorbable moisturisers in particular have received a high number of mentions and engagement across all media channels. This comes as no surprise given that in March, spring has finally sprung and the focus has shifted to maintaining glowing and fresh-looking skin. This week’s report also presents the media’s favourite sunscreens – a selection of the best sun creams for hot and sunny spring days.

UK year on year Brand Mentions:

UK YouTube Social Actions & Influencer Rankings:

Instagram Social Actions & influencer Rankings:

Content summary: 

• (UK) In March 2018, Chanel ranked first in terms of skincare PR mentions with 124 mentions. And whilst Clinique only ranked seventh with 89 mentions, it outperformed Chanel and its other competitors in terms of EMV with £660,042. Clinique’s result was mainly driven by its Moisture Surge Intense Skin Fortifying Hydrato gel. It achieved an EMV of £136,031 which was generated by a single post by Social influencer Zoella on YouTube
•  (UK) The category type ‘face care (non medicated)’ was the most popular skincare type across print, online and social channels, generating an EMV worth £7,761,794, 65% of which was generated on social media and YouTube in particular. This can mainly be credited to coverage from Social Influencer Patricia Bright who achieved an EMV of £1,079,114 for the skincare type ‘face care (non medicated)’
•  (UK) Kiehl’s Ginger Leaf & Hibiscus Firming Mask was the most liked ‘new skincare product’ on Instagram in March 2018. To support the global rollout of the cream moisturiser, Kiehl’s took Social Influencers Kaushal Beauty, Jamie Genevieve and CC Clarke for a one-week getaway to Vietnam. It was a campaign with effect: not only received the cream moisturiser the most engagement on Instagram, it also achieved an EMV of £60,713 which is the highest EMV for a new skincare product on Instagram 
•  (Ireland) In March 2018, the consumer press generated the most skincare PR mentions in Ireland with 28%, followed by online publications with 23%. The product type ‘anti-ageing or serum’ has received the highest number of PR mentions (117) and the highest EMV with 45,550€, most of which was generated by Inspire, the supplement to the Irish Daily Mail and online publication www.beaut.ie. Both ranked first in the Top 10, achieving a combined EMV of 8,701€

Download this month's report here. 

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.

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