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 social influencers. 

In May 2018, 1,448 fragrance products were mentioned across print, online and social media…

In this week’s report, they look at the PR performance for the fragrance category in the UK and Ireland. 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 May 2018, they 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 new product launches – a selection of fragrances that have launched recently and have performed particularly well in the media.

UK Instagram Social Actions & Influencer Rankings

UK Year on Year Brand Mentions

UK YouTube Social Actions and Influencer Rankings 

Content Summary:

• (UK) For a fifth month in a row, Jo Malone London ranked first in the brand ranking for PR mentions in May 2018. It received 167 mentions, the majority of which was generated by the print edition of the Daily Mail. With summer on our doorstep, it is not surprising that its coverage focussed on the brand’s new summer fragrances such as the Cattleya Flower Body Mist from the Hot Blossom Collection. Altogether, Jo Malone coverage generated £230,913 of EMV across print, online and social media, £18,699 of which came from the Daily Mail
• (UK) Social Influencer CC Clarke generated the most engagement for fragrance on Instagram in May 2018. She mentioned 2 different fragrance products across 4 posts, which combined achieved 147,094 likes and an EMV of £41,178. Her most liked product was the the YSL Black Opium The Fragrance EDP. It received £32,696 EMV, which made up 62% of the perfume’s total product EMV
• (Ireland) The brand Atelier Cologne ranked second in terms of EMV across print, online and social media with €8,318. 72% of this EMV was generated by two of Ireland’s leading online publications irishtimes.com and independent.ie featuring Atelier Cologne’s unisex fragrance Cologne Cedrat Enivrant Cologne

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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