My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its weekly beauty insight, this week with a focus on the PR performance for the haircare category in the UK and Ireland.

They analyse print and online for PR mentions as well as social media for social actions. The haircare category includes colourants, conditioner, haircare gift packs and hardware, perms, shampoo, salon and styling products. They analyse the whole of 2018 and take a look back on brands and retailers that have performed well. They also focus on trends against key metrics such as mentions, earned media value (EMV) and social engagement.

This week’s report also presents media favourites - a selection of different haircare products that were loved by the media and that have performed particularly well across different channels in 2018.

UK Instagram Social Actions & Influencer Rankings

UK Retailer Mentions

UK Year on Year Brand mentions

Content Summary: 

• (UK) In 2018, Bumble and bumble ranked first in the brand ranking for haircare PR mentions across print, online and social media. Its most mentioned product of the year was the Surf Spray. It was mentioned in 69 different media outlets including mirror.co.uk and Social Influencer Amelia Liana’s YouTube channel. Overall, the coverage generated an EMV of £76,814 
• (UK) Social Influencer Thuy Le generated the most engagement for haircare across Instagram in 2018. Her most liked posts featured the OUAI Wave Spray and T3’s Voluminous Hair Curling Iron which achieved a combined EMV of £79,812 and a combined social estimated reach of 7,953,132
• (Ireland) Like in the UK, ghd ranked first in the brand ranking for EMV with 572,040€ across print, online and social media combined. The majority of this EMV was generated by online publications – irishtimes.com in particular. The magazine featured seven different ghd products such as the brand’s curling tool Oracle Styler, which achieved an EMV of €76,742. This EMV made up 56% of the tool’s total product EMV in 2018

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

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