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 skincare and PR performance. 

Introduction:

In Q2 of 2018, online publications generated the most PR mentions for fragrances in the UK and Ireland…

In this week’s report, they look at the PR performance for the fragrance category in the UK and Ireland from April to June 2018. They analyse print and online for PR mentions as well as social media for social actions. The fragrance category includes female, male and unisex perfume and Eau de Toilette, fragrance gift packs, perfumed body spray and room fragrance. Looking at the period between April until June 2018 (Q2), we focus on brands and retailers that have performed well and trends against key metrics such as mentions, earned media value (EMV) and social engagement. This week’s report also presents a selection of the top performing fragrances of Q2 – female as well as male fragrances who have done particularly well across different media channels.

UK Brands Ranked by PR Mentions 

UK Social Influencers Ranked by Social Actions on Instagram

UK Retailers Ranked by PR Mentions

Content Summary:

• (UK) In Q2, Meghan, the Duchess of Sussex, was the most mentioned representative for fragrance across print, online and social media. The Royal Wedding was the most featured event in the UK in Q2, it is therefore not surprising that the Duchess was mentioned 45 times across the media. The most mentioned fragrance product the Duchess was associated with was the unisex citrus fragrance Bergamotto Di Positano EDP by Floris London. The fragrance was specifically created for the Duchess and Duke of Sussex to wear on the day of their wedding. Based on Floris London’s existing Bergamotto Di Positano, the bespoke perfume is part of a private collection and is not available to purchase. Most of its coverage came from online publications like dailymail.co.uk and cosmopolitan.co.uk. Both media outlets generated an EMV of £87,719 which made up 93% of the perfume’s total product EMV in Q2
• (UK) In the second quarter of 2018, Zoella significantly outperformed other Social Influencers in terms of engagement on YouTube. Her two channels, Zoella and MoreZoella, ranked first and second in the ranking, both generating 412,678 likes and 8,592,426 views for 5 different videos. Zoella’s most popular product across her two channels was the Glossier You EDP. It received an EMV of £264,175, which made up 78% of the perfume’s total product EMV in Q2
• (Ireland) In the second quarter of 2018, consumer magazines and the national press generated the most fragrance PR mentions with 32% and 30% respectively. Majority of their coverage (169 products) were categorised under the driver ‘Advice.’ Jo Malone London’s Cattleya Flower Body Mist from the Hot Blossom Collection was the most mentioned fragrance product under that driver and received 6 mentions and an EMV of €1,856

Download this month's report here. 

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

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