Date Posted: Wednesday 26th February 2020
My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its insight for Eyeliner.
Their data intelligence enables PR and Marketing teams to monitor, evaluate and improve their media, digital marketing, and e-commerce strategies.
This report has found that in the UK and Ireland, Eyeliner drove the growth within the Eyes category with eight times more EMV and 35% more mentions compared to last year.
The report has analysed the Eyeliner category split by media type in EMV and mention, highlighting the top brand, products and publications by EMV.
UK Eyeliner Highlights
2019 Media Type by EMV
2019 Media Type by Mentions
Top 10 Products by EMV
Top 10 Publications by EMV
Ireland Eyeliner Highlights
2019 Media Type by EMV
2019 Media Type by Mentions
Top 10 Products in EMV
Top 10 Publications in EMV
Most loved by the media
Content Summary
UK
- The Eyeliner category has seven times move EMV and 37% more mentions compared to the same period last year. The majority of growth has come from Instagram as it represents 87% of EMV and 66% in Mentions. On Instagram alone, the average number of mentions per day almost doubled from 10 last year to 17 this year.
- The top 10 products represent 56% of the total Eyeliner category. The number 1 Eyeliner product by EMV and Mentions is Huda Beauty Life Liner that promises to stay on up to 48 hours. Newly released last month, Huda Beauty Life Liner owns 13.8% EMV of the eyeliner category this month and +90% of its coverage comes from Instagram. Top coverage on this product came from @ling.kt who represents 23% of EMV and mentioned the product 5 times.
- 9 of the top 10 publications by EMV come from Instagram influencers. Top publication for this category came from @lenkalul who represents 16% of total eyeliner EMV coverage. Her go-to eyeliner appears to be products from the brand Colourpop where she used either the ColourPop BFF Liquid Liner or ColourPop Creme Gel Eyeliner in over 50% of her posts in the month. ColourPop BFF Liquid Liner is ranked the number 3 product in EMV with 7% share of the category.
Ireland
- The Eyeliner category has four times more EMV coverage and 18% more mentions than the same period last year. The majority of growth has come from Instagram posts as it represents 92% of EMV and 52% in Mentions. Social platforms remain strong however online media saw a decline of 38% in EMV and 21% in mentions which is mainly due to online publications.
- The top 10 products represent 93% of the total Eyeliner category in EMV. Urban Decay Kohl Eye Pencil is the number 1 Eyeliner product by EMV. 100% of coverage came from Instagram and in total the product received 180,769 likes. A close second in EMV was Inglot AMC Gel Matte Eyeliner. It achieved number 1 in mentions and had 9 times more than last year.
- 8 of the 10 top publications by EMV come from Instagram influencers. Top publication for this category came from @keilidhmua who represents 61% of total eyeliner EMV coverage. Another growing Influencer is @ciaciaxo which was number 2 publication in EMV but number 1 in Mentions. evoke.ie is the number 1 online publication and is the only online media growing within this category.
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