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 cosmetics PR performance. 

This week, MMI looks at PR mentions for the cosmetics category in the UK and Ireland. They analyse print and online for PR mentions as well as social media for engagement. The cosmetics category includes face, nails, lips and eyes product types, as well as cosmetic gift packs and hardware.

Looking at February 2018, MMI focuses 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 celebrities and their impact in generating coverage across different media platforms, especially the mainstream online titles. This clearly drives a brand’s ranking in terms of PR mentions and EMV.

UK Brands ranked by PR Mentions

UK Instagram

UK Youtube 

Content Summary:

• In the UK, the subcategory ‘face’ was the most popular cosmetics type across print, online and social media, generating an EMV worth £27,371,637, 90% of which was generated on social media and Instagram in particular. The most popular product type within the ‘face’ subcategory were bronzers and shimmers, which comes as no surprise since face sculpting (contouring) continues to be the most popular beauty trend in the media and on the fashion runways. In February 2018, the ‘bronzers and shimmers’ subcategory  received a total EMV of £7,850,123 across all media channels

• The BADgal BANG! Mascara by Benefit received the greatest engagement on YouTube in the UK. It achieved 184,409 likes and 4,278,931 views due to mentions by 35 different Social Influencers. In total, this coverage was worth an EMV of £448,656, the majority of which came from Patricia Bright

• M.A.C and Benefit shared the top two places for cosmetic PR mentions, with 99 and 74 mentions respectively. In terms of EMV, however, Benefit outperformed M.A.C by more than 30%, achieving a total of 163,366€. This result was mainly driven by the Brow Collection Goof Proof Brow Pencil which also ranked first in the EMV product ranking across print, online and social channels

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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