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 PR performance of toiletries across, print, online and social channels in 2017. The report focuses on trends throughout the year as well as identifying brands that have performed well against key metrics i.e. mentions, earned media value (EMV) and social engagement.

Throughout 2017, the toiletries category trailed behind larger beauty market categories in terms of both number of mentions and EMV. In 2017, toiletries coverage generated just 3% of both the total beauty markets PR mentions and AVE. Of the, £20,816,661 EMV generated by toiletries coverage, 39% was driven by Lush, indicating the importance the brand has within the category.

Top 10 brands across print publications ranked by PR mentions:

Content Summary:

Lush ranked first for PR mentions and EMV across print, online and social combined.

Cosmopolitan.co.uk generated the greatest number of PR mentions for toiletries across online and blog publications.

Across Instagram in 2017, Danielle Peazer was the most liked Social Influencer for paid for advertorial toiletries content.

Standout Performance (Brand, product and Social Influencer):

In terms of the toiletries category in 2017, Lush stands out for its total dominance of the category. Lush ranked first for PR mentions and EMV across print, online and social combined. Lush’s success in part can be credited to the brands popularity amongst Social Influencers as they help drive the brands coverage and their audiences engage with this content. For example, Influencers promoted Lush’s seasonal collections for Halloween and Christmas.

In 2017, REN Atlantic Kelp & Microalgae Anti-Fatigue Bath Oil was the most mentioned toiletries product across print, online and social combined, receiving 67 PR mentions. The majority of the bath oil’s mentions came from social media. In total, REN Atlantic Kelp & Microalgae Anti-Fatigue Bath Oil generated coverage worth £40,428 EMV, the largest proportion of which came from OK! Magazine.

In 2017, Lily Melrose generated the second highest number of toiletries PR mentions across YouTube. In addition to this, Lily’s Instagram ranked in the top 5 for toiletries social engagement. Lily generated 34 toiletries PR mentions in 2017 across her blog, Instagram and YouTube. Lush was Lily’s most popular brands both in terms of PR mentions and engagement on Instagram and YouTube. Altogether, Lily’s toiletries content was worth over £60,000 EMV.

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Leo Eckley, leonora.eckley@mymarketinsight.com / 020-8831 7570.