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 2018, 47% of all beauty category PR mentions were generated by Social Influencers on YouTube and Instagram…

This week’s report focuses on the PR contribution of Social Influencers across the UK & Ireland beauty market from April to June 2018. The beauty categories include cosmetics, skincare, toiletries, fragrance, haircare and beauty supplements. They focus on Social Influencers, brands and products that have performed well against key metrics such as PR mentions, earned media value (EMV) and social engagement. They will highlight how beauty brands are using the impact of Social Influencers for effective communications and this report will provide examples of both paid and unpaid Social Influencer activity for the different beauty brands and products.

Social influencers on Instagram ranked by PR mentions:

Social Influencers on Instagram ranked by Social Actions:

Social Influencers on YouTube ranked by PR mentions:

Content Summary:

• (UK) In Q2 2018, Sophie (sophdoesnails) ranked first on YouTube in terms of beauty PR mentions as well as social engagement with 848 mentions and 8,073,264 likes respectively. In Q2 2018, she partnered with Superdrug’s own makeup brand Makeup Revolution to create a variety of makeup products such as the Make-Up Revolution x Soph Extra Spice Eyeshadow Palette. Coverage for the palette, which qualified as paid for advertorial content, received 25,399 likes and an EMV of £37,019
• (UK) Miami Lashes by Lilly Lashes was one of the Top 5 most liked beauty products on Instagram. Lilly Lashes was launched in 2013 by reality star Lilly Ghalichi and has, since then, gained a great following amongst Hollywood celebrities and beauty enthusiasts. The Miami Lashes received a total of 1,707,110 likes due to mentions by 26 different Influencers such as Jamie Genevieve, Ling.KT and Thuy Le – all of whom also ranked within the Top Social Influencer ranking for Instagram engagement. Their posts on Miami Lashes generated an EMV £254,268 which made up 45% of the product’s total EMV in Q2 2018
• (Ireland) The cosmetics category, eyeshadow in particular, was the most popular product type across Instagram in Q2 2018 for both organic PR as well as ‘paid for’ content. It received 1,255,441 likes due to mentions by 40 different Social Influencers, 6 of which also ranked in the Top 10 Social Influencer ranking 

Download this month's report here. 

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

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