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, 6,857 haircare products were mentioned across print, online and social media in the UK and Ireland…

In this week’s report, they look at PR mentions for haircare 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. 

Looking at the period between April to June 2018 (Q2), we focus on a year-on-year comparison of brands and retailers that have performed well and key metrics such as PR mentions, earned media value (EMV) and social engagement. 

This week, they also look at new and innovative haircare hardware products such as hairbrushes, straighteners and curling irons. We outline the benefits of the latest technologies and look at products that have performed particularly well across different media channels in the second quarter of 2018.

Social Influencer Ranking - Instagram

UK Year on Year Brand Ranking 

UK Retailers Ranked by Haircare PR Mentions 

Content Summary: 

• (UK) In Q2 of 2018, the brand Big Sexy Hair generated the most engagement on YouTube through two of its products – What A Tease Backcomb In A Bottle and Spray And Play Volumising Hairspray – which received 134,586 likes and 3,164 views respectively. Both products were mentioned in a single post by Social Influencer Zoella, whose video generated an EMV of £330,215

• (UK) Launched in February 2016 by celebrity hair stylist Jen Atkins, the brand OUAI has seen great success within haircare over the past few years. In Q2 of 2018, its Memory Mist, a heat protectant which is often dubbed ‘personal hairstylist in a can,’ was the most liked product on Instagram. It received 123,346 likes due to mentions by two Social Influencers, one of which was Thuy Le. She ranked first in the Social Influencer ranking for haircare engagement on Instagram, mentioning the Memory Mist in three of her posts. The coverage achieved an EMV of £32,773, which made up almost 58% of the mist’s total product EMV

• (Ireland) Living Proof ranked first in the brand ranking for EMV with 28,174€, the majority of which was generated by online publications – irishtimes.com in particular. The magazine featured Living Proof’s No Frizz Shampoo, generating an EMV of 17,318€. This EMV made up 79% of the shampoo’s total product EMV in Q2

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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