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 social influencers. 

In April 2018, Instagram generated the most beauty PR mentions in the UK…

In this week’s report, they look at the PR performance for all beauty categories in the UK and Ireland. they analyse print and online for PR mentions as well as social media for social actions. The beauty categories include cosmetics, skincare, fragrance, haircare, toiletries and beauty supplements.

Looking at April 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. they share an insight into which beauty category has performed well and which products have seen an increase in PR mentions and EMV due to celebrity representatives and Social Influencers.

This week’s report also presents the media’s favourites – a selection of products that have performed particularly well across different media in April 2018.

UK Month to Month Retailer Mentions

UK Instagram Social Actions and Influencer Ranking 

UK YouTube Social Actions and Influencer Ranking 

Content Summary:

• (UK) Beauty expert and QVC presenter Alison Young was the most mentioned representative for beauty coverage across print, online and social channels with 69 mentions. The majority of Alison Young’s mentions were generated by the online publication getthegloss.com and the print edition of the Daily Mail, with coverage focussing on beauty tips and shopping advice. The most mentioned product Alison Young was associated with was the Liz Earle Cleanse and Polish Hot Cloth Cleanser which generated an EMV of £7,907
• (UK) The Big Spray & Play Voluminizing Hairspray by Sexy Hair received the greatest engagement on YouTube in April 2018. It achieved 66,325 likes and 1,533,041 views due to a single post by Social Influencer Zoella. Her coverage generated an EMV of £160,093, which made up 99% of Sexy Hair’s total brand EMV
• (Ireland) In the EMV brand ranking, the brand Inglot ranked first with €280,447 across print, online and social channels. Most of its EMV was generated by Social Influencer Keilidh Cashell on Instagram as well as YouTube. She mentioned 23 different Inglot products, of which the AMC Gel Matte Eyeliner generated the highest EMV (€37,958)

Download this month's report here. 

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

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