My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its weekly beauty insight, this week with a focus on the UK and Ireland cosmetics PR performance. 

In 2018, 77% of cosmetics EMV came from social media in the UK and Ireland combined…

In this week’s report, they look at PR mentions for the cosmetics category in the UK and Ireland. We analyse print and online for PR mentions as well as social media for social actions. Cosmetics is the biggest of all the beauty categories and includes face, eyes, lips, nails, cosmetics gift packs and cosmetics hardware. 

They analyse the whole of 2018 and take a look back on brands and retailers that have performed well. We also focus on trends against key metrics such as mentions, earned media value (EMV) and social engagement.

In 2018, bronzers and shimmers were the most popular cosmetics category in the UK and Ireland. In this week’s report they have outlined which bronzer and shimmer products have performed particularly well across different media channels. We also look at media favourites – cosmetic products that were popular in 2018.

UK Instagram Social Actions & Influencer Rankings

UK Year on Year Brand Mentions

UK Retailer Mentions

Content Summary: 

• (UK) In 2018, Cult Beauty ranked first in the recommended retailer rankings by EMV for cosmetics. The majority of this EMV (£1,161,161) came from independent.co.uk for 31 different products including the Curling Mascara by Kevyn Aucoin and Huda Beauty’s Opaz Obsessions Eyeshadow Palette.
• (UK) The Tarte Shape Tape Contour Concealer was the most popular cosmetics product across YouTube in 2018. It received 1,100,898 likes and 25,774,961 views due to mentions by 47 different Social Influencers including Zoe Sugg and Sophie (sophdoesnails). Overall, coverage for the concealer achieved an EMV of £2,699,608 and social estimated reach of 25,774,961.
• (Ireland) The NARS Natural Radiant Longwear Foundation was the most mentioned cosmetics product across print, online and social media in 2018. Launched in the beginning of 2018, the foundation has quickly become a must-have for beauty enthusiasts. Throughout the year, the foundation was featured across 52 different media outlets including irishtimes.com and Sharon Farrell’s YouTube channel. The coverage generated a total of 564,136€.

Download this month's report here. 

If these insights interest you, call My Market Insight 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.

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

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