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 PR mentions for the fragrance category (female, male, unisex parfums or Eau De Toilettes, fragrance gift packs, perfumed body sprays and room fragrance) across print, online, social channels in the UK and Ireland. Looking at January 2018, 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. The fragrance category, being one of the smaller categories compared to cosmetics, skincare and haircare, received a total of 1,073 PR mentions across all media platforms in January 2018. The largest proportion of those mentions came from consumer magazines followed by online publications.

Top 10 brands across print, online and social ranked by PR mentions in UK and Ireland:

Content Summary:

Jo Malone London’s Pomegranate Noir Candle generated the most Fragrance PR mentions across print, online and social for the brand in the UK

In the UK, retailers Space NK and Selfridges made it into the top 10 ranking of influential Instagram accounts for January 2018. Combined, they both generated 12,022 likes and an EMV of £3,653

Across YouTube in January 2018, Social Influencer Zoella generated the most engagement with 3,454,986 views. Clean Reserve’s Warm Cotton Eau De Parfum Travel Spray was Zoella’s most liked fragrance product, receiving 58,596 likes • In January 2018, Irish Consumer Press generated the most fragrance PR mentions with 34%, followed by National press with 24%. Combined they achieved an EMV of 33,193€

Jo Malone London led the ranking in terms of fragrance PR mentions in Ireland. Overall the brand achieved 15 PR mentions across all channels in January 2018 with its Wild Bluebell Cologne generating the most mentions.

Download this month's report here. 

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