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. 

In May 2018, the majority of skincare PR mentions were generated by online publications…

In this week’s report, they look at PR mentions for the skincare category in the UK and Ireland. They analyse print and online for PR mentions as well as social media for social actions. After cosmetics, the skincare category is the biggest beauty category and includes face care (non-medicated), baby care, body cream and lotions, male face care, face care treatments, hand care, lip salves, sun care and skincare hardware and gift packs.

Looking at May 2018, they focus on brands and retailers that have performed well and trends against key metrics such as PR mentions, earned media value (EMV) and social engagement

In May 2018, face moisturisers were the most popular skincare product type. Moisturisers – whether it is a cream, serum, gel or balm – protect the skin against dehydration and environmental aggressors such as pollution. They bolster the complexion’s natural oil content and are an essential product in our every-day life. It is therefore not surprising that there is a high demand for such products. In May 2018, moisturisers received 551 PR mentions across print, online and social media, and an EMV of £1,378,434 – the highest EMV for a skincare product type.

UK Instagram Social Actions & Influencer Rankings

UK YouTube Social Actions & Influencer Rankings 

UK Year on Year Brand Mentions

Content Summary:

• (UK) Boots ranked first in the ranking for recommended retailers for skincare across print, online and social media. Compared to April 2018, it has seen a progression of 75% – the highest progression for any recommended retailer for the skincare category. It received 124 mentions, most of which were generated by its own print publication Boots Health & Beauty as well as Yours and The Sun
• (UK) The Sarah Chapman London Skinesis Ultimate Cleanse received the greatest engagement on YouTube in May 2018. It achieved 49,783 likes and 1,187,018 views due to a single post by one of the Top Social Influencer’s Zoella. Altogether her coverage was worth £123,952 EMV which made up 99% of the product’s total EMV
• (Ireland) The brand Image Skincare received the highest EMV for skincare across print, online and social media in May 2018. This was mainly due to its Ageless Total Facial Cleanser and the Total Overnight Retinol Masque from the same range. Both products received an EMV of 17,255€ which made up 67% of the brand’s total EMV 

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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